Opinion: Why it’s time to treat personalisation as a ‘product’Opinion
4 weeks ago by Andrea
Personalisation is now firmly engrained in every marketer’s vernacular.
From the simple ‘salutation’, right through to more complex behavioural tracking for subsequent ‘predictive offers’, but despite great inroads in data and technology capabilities that can drive relevant and personalised experiences, many brands are still falling short of reaching their true potential to connect with their customers.
In this opinion piece, The Lumery’s Founder and Director of Strategy, Ben Fettes, looks at five common personalisation mistakes brands make, and how we can shift our mindset to see personalisation as a ‘product’ in order to connect with customers in more meaningful ways – at scale.