Stop selling and start building

This article argues marketing must adapt to the 'era of personalisation' by understanding that its best opportunities rely on growing the brand and moving beyond personalised messages – not optimising sales.

Stop selling and start building

Ed Melvin Publicis Dublin

The opportunity in personalisation is far greater than individualised communication – it's about making marketing (not sales) inextricable from the delivery of a unique customer experience. We can learn from brands such as Nike to develop compelling brand experiences across all touchpoints.

The Admap Prize 2016 This essay was Commended by The Admap Prize 2016 judges. For more information visit the Prize page.

Marketing should adapt to the 'era of personalisation 'by attempting to do something it has not yet managed to do with the 'era...

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