Personalisation is at the top of the agenda for many organisations - and has been for years now. Whenever reports come out on marketing trends and digital transformation wish-lists, personalisation almost always features at the top.
So, why are organisations still not adopting marketing personalisation properly?
Let's set the scene a little and think about what personalisation actually is...
In the simplest of terms, it’s the action of designing or producing something to meet someone's individual requirements. It can come in various forms - from the early days of personalisation with mail drops, then email marketing, A/B testing as ecommerce took off in the early 00s, and recommendation engines with the likes of Amazon coming to the market.
Personalisation has since evolved, with user-generated methods being favoured, as well as loyalty-based, progressive personalisation, using historical, behavioural data and data modelling to infer a customer’s next move.