Personalisation: unlimited potential or potential pitfall?

This article argues that personalisation can offer great cut-through and brand results but marketers need to remember that it is just one of many tools available and that it should only be used when relevant.

Personalisation: unlimited potential or potential pitfall?

Libby Wright, 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.

Personalisation is not new. There has always been a value associated with having something bespoke created for you; from Ancient Egyptian tombs to haute couture fashion, cultures across the globe have always valued creating items that are tailored to their individual needs and desires.

This not only ensures that items are exactly what is required, but also served as a demonstration of wealth...

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