The emperor's new, personalised clothes

This article argues that personalisation will only benefit marketers when it delivers against the underlying needs of consumers and it is, nevertheless, likely that fewer and better campaigns targeted at key market segments will remain the best communication strategy.

The emperor's new, personalised clothes

Joe Goyder Freelance

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.

If we look back across the long and ancient history of human beings' attempts to sell stuff to other human beings, we can see that many waves of communication and manufacturing technology have influenced marketing. The arrival of printing, reliable post, mass literacy, mass manufacturing, the telephone, television, and the internet have all transformed the way marketers work. Lately, a particular group of...

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