Personalization is still culture, not blind commitment to an algorithm

This essay argues that cultural personalization is a simple and effective 'third way' between digital tools on autopilot and cultural appropriation.

Personalization is still culture, not blind commitment to an algorithm

Steven Bayley, BBDO Atlanta

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.

When trying to achieve personalization in marketing, most marketers rely on one of two approaches: digital tools on autopilot or cultural appropriation. But there is a third way, and like most good ideas, it's astoundingly simple and effective, yet few brands choose this less travelled path: cultural personalization.

Cultural personalization goes beyond the outward representation of self, to...

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