For example, the theme I’m using (called Material Dark) makes the navigation buttons look like those on vanilla Android phones. It also lets you change the look of the navigation buttons. This lets you change the icons used in Samsung’s launcher, the color of the Settings and Quick Settings menus, Samsung’s messaging app, phone dialer, and other built-in applications.

If you use a flagship Galaxy phone, you get access to Samsung’s awesome theme store. For example, the Pixel line doesn’t let users choose between a light and dark theme for the Settings menu, but the Quick Settings menu, phone dialer, messenger, and some (but not all) of Google’s other applications can be individually toggled between light and dark mode. These are usually as simple as choices between light and dark backgrounds, but it may not be an all-or-nothing affair. Some Android phones let you choose a theme for the phone dialer, messenger, Settings app, and other built-in applications.

So if you’re experiencing difficulty, you’re in good company.Step One: Choose a Theme (Some Phones Only) A recent McKinsey survey of senior marketing leaders found that only 15% of CMOs believe their company is on the right track when it comes to personalization. The truth is, there are some challenges along the journey to targeted, relevant personalization that yields results. Marketers clearly have more work to do on this front.

A study by research firm Boostify states that 90% of consumers report feeling positively towards brands that treat them like an individual, but only 20% feel there are any brands that understand and care about them. According to McKinsey, brands that get real-time personalization right can deliver five to eight times the ROI of its marketing spend and lift sales by 10% or more. Marketers are using personalization to build brand, increase demand, and improve customer acquisition as well as to drive revenue through upsell, retention, and of course, turning customers into lifelong fans.

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