Marketing has long aimed for delivering the right message to the right person at the right time. Personalised marketing is becoming a viable way to achieve this thanks to the convergence of smartphones, social media and data analysis.

Definition

Personalised marketing is an approach where brands deliver tailored messages, products, experiences or services on a one-to-one basis by leveraging data and technology to meet, or anticipate, an individual consumer's needs.

Key insights

1. The future of personalisation will be driven by first-party data

Mass personalisation is only possible with data and brands are encouraged to focus on first-party data which is better quality, data-protection compliant and can be cleaned up to provide a single customer view. Procter & Gamble CMO Marc Pritchard foresees a world with no ads and no mass marketing, just mass one-to-one brand building based on first-party data. He sees this as the outcome of creating direct relationships with consumers through smart products and solutions – such as Oral-B’s web-enabled toothbrush or Olay’s digital Skin Advisor platform – as they seek greater utility and personalisation from brands.