Personalisation: does this mean more efficient marketing and the end of junk mail?

A look at the way consumer data linked with emerging technology is revolutionising how companies – retailers in particular – are communicating with their customers.

Personalisation: does this mean more efficient marketing and the end of junk mail?

Martin Hayward

In 1973, British households were spellbound by a TV ad from Cadbury's. It featured a family of aliens, the Smash Martians, who laughed at the thought of Earth people preparing their own mashed potatoes rather than using convenience food Smash.

In a future world flooded with data, and customer-centric companies which shape strategy around consumer insights, there may be similar amusement at the way we do marketing now.

Imagine sending the same piece of mail to millions of customers when only 1 per cent will...

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