Could personalising in real time be the future of marketing?

This article argues that personalisation is a two-way communication and that marketers should use technology to give consumers a more active role in the content and experiences they interact with.

Could personalising in real time be the future of marketing?

Emma Pilling MEC Manchester

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.

The premise of marketing has always been to deliver the right message, in the right place, to the right person at the right time, and this has been the ambition of marketing theorists and the subject of textbooks by famous authors such as Kotler since the 1960s. Marketers had been mastering this before the digital age, but...

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