personalisation

Importance of balancing empathy with a personalised brand experience
Effective personalised customer experiences need to be balanced with understanding the customer at an individual level and with real-time customer data, AI and insights During the SAS and Which-50 webinar, The role of the CMO at the most disruptive moment, a panel of experts discussed the impact the current economic

Personalisation isn’t dead but consumers need more control, says Scott Brinker
Late last year Gartner declared 80 per cent of marketers would abandon personalisation efforts by 2025 because of a lack of ROI and a rising tide of data regulation. The analysts argued many data and personalisation efforts were backfiring with consumers finally catching on to the trade off and rejecting

Personalisation vendors clamber to course correct
Last week, software company Salesforce acquired CDP and personalisation engine vendor Evergage. Alone this deal may not be noteworthy. But coupled with market growth, multiple mergers and acquisitions and predicted vulnerability of personalisation investments—this latest move bears a closer look. What’s the common thread between these deals? What is implied

Majority of marketers will abandon personalisation efforts by 2025: Gartner
By 2025, 80 per cent of marketers who have invested in personalisation will abandon their efforts due to lack of ROI and the risk of customer data management according to Gartner. The Gartner report, Predicts 2020: Marketers, They’re Just Not That Into You, noted 27 per cent of marketers believe

Is Consumer Trust the Foundation of Everything?
Efforts to target and optimise marketing and advertising have reached a fever pitch with 87 per cent of B2C marketers deploying personalisation tactics. At the same time, we see evidence consumers have grown wise to–and perhaps weary of–brand efforts to feign intimacy and influence behaviour. Algorithms Exposed In Algorithm Hacking Puts

The Uncanny Valley of Privacy
Robots look creepy if they look too much like a real person. That “creepiness” is referred to as the “uncanny valley” in the field of robotics.It describes how people perceive humanoid robots with extreme cognitive dissonance when the robot looks too much like a person. In short, the more a

Can Marketers deliver B2B Personalisation at Scale?
The era of Big Data is over. The era of Data Veracity is here to stay. Speed and accuracy are taking precedence over what was once the age of ‘more’ as B2B marketers strive to influence increasingly autonomous, empowered customers through personalised messages. With data as the lifeblood of business

Real-time engagement is the Marketers’ top priority and challenge
The latest State of Marketing report has found the top priority and challenge for marketers today is one and the same: engaging with customers in real-time. It’s always been a challenge for marketers to get the right message, in front of the right person, at the right time. And that challenge remains

Don’t Believe the Hype: You Don’t Need 1:1 Personalisation
Personalisation is hot topic and 1:1 personalisation is even hotter. The truth is 1:1 personalisation is over-hyped by providers trying to differentiate their solutions. What matters most to your audience isn’t your ability to target them as individuals, but instead your ability to make the feel like you understand and

Case Study: NIB’s personalised video at scale strategy
NIB used an AI-powered platform to deploy a personalised welcome video to thousands of its new customers. The insurance company says the strategy has proved to be effective and is exploring other areas where emerging technology can be used in its marketing mix. Nominate today for the Which-50 Digital Experience