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...