Personalisation helps businesses to build better relationships with customers, but it will turn them away if it feels invasive
There are lots of ways to personalise something. You can decorate it, strip back what you don’t like, or give prominence to what you need. Today, we routinely personalise everything from a coffee order to apps on a smartphone.
Personalisation is not only practical but pleasing. Even more important, it’s relevant. Ultimately, personalisation is about putting the interests of the individual at the heart of things.
Related: Changing Media Summit 2015 programme
Related: Personalisation in marketing: how far should brands go?
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