Personalisation - the people's revolution
Tom Sheppey Total Media
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.
As an industry we deal in the currency of profiles. This is a currency born out of the necessity to classify people for the purpose of economies-of-scale marketing. Personalisation has done more than open the door to effective one-to-one marketing opportunities: it has revolutionised the way we need to think about marketing. No longer can we converse in the old lexicon of...