The era of personalization - not the era of automation

Frida Wadsby

This essay argues that planners should not lose sight of the planner's purpose: to place emphasis on the user needs and wants, the value that the product or advertising can bring.

The era of personalization - not the era of automation

Frida Wadsby

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.

Company: Wilson Creative

In our daily work, we praise data, and how this era of personalization has made it possible to know even more about our target group than ever before. We can customize almost everything to a tailormade experience for our users by analyzing the data and acting upon it. Our persona is well made, based on fact gathered...

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