Personalisation at scale: the undazzling effectiveness of marketing to many

This essay argues that the potential of personalisation will only be realised if brands combine their new capacity to target with more traditional mass media campaigns.

Personalisation at scale: the undazzling effectiveness of marketing to many

Gareth Price, The Social Partners

How should marketing adapt to the era of personalisation?

This essay was entered into The Admap Prize 2016. For more information visit the Prize page.

It is commonly assumed magpies have an insatiable urge to steal shiny things for their nests. However, scientists have discoveredithe birds are actually nervous of such objects because they are novel and may prove dangerous. We notice when magpies occasionally pick up sparkly objects because we believe they find them attractive, but don't when the...

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