An understanding of personalisation and how marketers adapt to it

This essay argues that non-personalised advertising is akin to fishing for a specific catch with a big net, as opposed to using the right bait – and a little more time – that will increase the likelihood of catching the right fish at the right time.

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...

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