The era of personalisation: hiding our fangs in the jungle
Clare Kane TNS China
The era of personalisation demands marketers adapt, but we must proceed with caution. Consumers may desire individualism but are struggling with loss of privacy, and many prefer to belong to the crowd, not get trapped in a filter bubble. Relinquishing control to the consumer will counter the risks of appearing overfriendly or predatory.
The Admap Prize 2016 This essay was Commended by The Admap Prize 2016 judges. For more information visit the Prize page.
Gone are the days of being a...