Meeting the challenge of personalization at scale

Yoram Wind and Alexa de los Reyos
The Wharton Future of Advertising Program

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.

What does the era of personalization mean for marketing? While many might still think of personalization as an intriguing option, we argue that today it is an imperative. Across all consumer categories –entertainment, fashion, travel, technology, even health care and education –people are seeking and expect customizable products, experiences, services, and information. Findings from decades-old studies (such as 'Convergence marketing' and 'Customerization', both from 2001) have only increased in relevance today. As those studies discovered, people want choice, control, and opportunities to co-create and customize.2