Personalisation: Easy To Say, Hard To Do

Personalisation, what is it all about?

We hear the word personalisation all the time. The funny thing is, when you ask how many examples people have delivered themselves or that they can recall, there are not many out there. In this article I will look at a couple of examples of personalisation done well and less well.



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Bridging the gap between data and digital

SOURCE: State Library of NSW (Flickr)

Consumers are always looking for a more relevant experience. This is something which is mooted frequently within the marketing industry, and includes: a connected customer experience; multi-channel conversations; customer-centric communications; and relevant messaging through any channel at any time.

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Why is email seen as the poor relation in digital marketing?

Flickr: Library of Congress SOURCE:

We use email in our everyday lives and it has certainly been around for a while, since 1972 courtesy of Raymond Tomlinson.

Email allowed us to seamlessly send electronic communications then, and today it is a common marketing tool to drive customer engagement.

So why is email seen as the poor relation in the world of digital marketing?

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