In defence of a humanistic view of personalization

This article argues that marketers should concern themselves with the humanistic application of personalisation and use the increasing amount of data to empower, rather than simply target, consumers.

In defence of a humanistic view of personalization

Catherine Lautier Mindshare

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.

Wikipedia defines marketing as: 'The adaptation of the commercial activities and use of institutions by the organizations with a purpose to induce behavioural change on a short-term or permanent basis. It is a widely used term to describe the means of communication between the company and the consumer audience.' Adaptation is at the heart of marketing. It is how brands...

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