The era of personalisation is now

This article provides tips for how marketers can adapt to the era of personalisation, including collecting the right data and understanding when personalisation is good for business.

The era of personalisation is now

Belinda Collins

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.

Personalisation in its simplest form is the use of customer information to improve a product, service or message so that it more closely reflects the wants and needs of customers.1 It's not really a new concept but it has become much more important as mass production and the digital age have converged,2allowing businesses to collect more data about their customers,...

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