Advancing theory into reality

This article argues that the era of personalisation has moved on from direct marketing tactics and is rapidly heading towards creating business value through personalised communications and customised seamless experience systems.

Advancing theory into reality

Helen Brain Mediacom

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.

Marketing will increasingly rely on taking advantage of personalisation strategies and techniques to gain and retain customers. The function is in the midst of a transition from simple selling and promotion, to a more complex and integrated role that creates incremental business value through purchase journey and service framework design.

Delivering this incremental value depends on marketers translating well-understood theory into practical reality. The...

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