How should marketing adapt to the era of personalisation?

This article argues that marketing should move beyond personalisation to embrace data-driven relevance and real-time messaging that meet the expectations of digital consumers.

How should marketing adapt to the era of personalisation?

Flora Joll, Mullen Lowe

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.

As you would expect with anything remotely connected to marketing, this question is about meeting a need. The difference when it comes to answering it with regard to personalisation is that, when done well, it becomes about the variations in the way the consumer can now be catered for when meeting that need. Success will ultimately be predicated upon...

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