This article is part of a series of articles on personalisation. Read more.

This article focuses on the new era of personalisation; what adopting a people-based marketing approach means for specific sectors and how brands can move towards being personal over just personalised.

Key areas of focus will include:

  • Why we are reaching an inflection point in how brands approach personalisation
  • How different brands can leverage a new “personal” approach to marketing, as appropriate for their sector
  • The key steps brands can take towards adopting a people-based marketing approach, focusing on people, not proxies


Personalisation: According to Gartner, personalisation is a process that “creates a relevant, individualised interaction between two parties designed to enhance the experience of the recipient. It uses insight based on the recipient’s personal data, as well as behavioural data about the actions of similar individuals to deliver an experience to meet specific needs and preferences”.