It’s time to move beyond personalisation
Is personalised marketing a brand killer? It could be, argues Thunderhead ANZ vice president, Aaron Spinley.
The education sector has long understood the importance of personalised content to the function of memory.
Good teachers know that we remember things better if we care about them, and the best way to help someone care about something is to make it personal. This enables the information to traverse our limbic system, a pre-requisite for storage into our long-term memory.
The marketing profession recognised this, most obviously through the rise of behavioural science in the ad industry, and “personalisation” was born.
Or at least, our version of it was.
