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. Brands should always question if a personalisation approach is needed

Personalisation is not a new concept, brands have been employing it to create effective experiences for several years. However, the speed of change around new technology and the explosion of data requires brands to think even more carefully about their personalisation strategies so as not to alienate customers. Before embarking on a personalisation strategy, brands should always question if it is needed, possible and worth it? It might not be appropriate or worth the investment. They also need to carefully consider issues concerning the consumer data they have and what they do not have and indeed, have they permission to use their customers’ data. It is also important to remember that personalisation does not have to depend on dynamic creative technologies or simply digital; traditional media can also be used to great effect. What is important is that brands should not let technology drive the solution, rather focus on the customer problem as this will lead to an experience-led approach.