Mastering acquisition: Four golden rules for successful personalization
Pirmin Sessler
Company: Lambie-Nairn
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.
Let's face it, impersonal mass advertising can't be the future. In a regular TV commercial break of say six minutes, maybe one minute is relevant to the viewer. That is if the viewer is watching at all and isn't engaged with second or third-screen devices, and doesn't have the sound of the TV switched off. Radio advertising faces similar relevancy...