An understanding of personalisation and how marketers adapt to it
Colin Dean Murphy
Company: ZenithOptimedia
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.
We have all received correspondence which starts with "Dear sir/madam", "to the current occupier" or "to whom it may concern". The vast majority of us instinctively attributes this to junk mail or spam, and don't pay it much attention, often relocating it directly to the recycling pile where it so rightly belongs. Had we been in contact...