What we know about personalisation

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

Marketing has long aimed for delivering the right message to the right person at the right time. Personalised marketing has become a viable way to achieve this thanks to the convergence of smartphones, social media and data analysis. Consumers increasingly expect and appreciate personalisation – as long as it is relevant, ideally based on understanding individual needs and context, and not intrusive - but it may not be the best approach for every brand or business situation. To be successful, those who do pursue it, will need to think omnichannel, adopt new approaches and capabilities for content creation...

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