Personalisation as a sacred trust

Smitha Vasudevan, Malayala Manorama India

This essay outlines how personalisation will potentially transform traditional aspects of marketing for both the consumer and the marketer.

Personalisation as a sacred trust

Smitha Vasudevan, Malayala Manorama India

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.

'Please, sir,' replied Oliver, 'I want some more.'

When Oliver dared to ask for more than the "issued three meals of thin gruel a day, with an onion twice a week, and half a roll on Sundays', he was instantly classified as a rebel.

Marketing in the last couple of centuries has been a story of cookie cutter regimented expectations of only...

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