One of the overarching themes of this year’s IAB Digital Summit held in Sandton last week was the importance of personalisation. Keynote speaker Didier Uljasz, MD of Accenture Interactive, said consumers are more likely to buy from retailers if they feel recognised and remembered, and if they receive relevant recommendations. Brands thus need to personalise their customer campaigns. Uljasz believes that an approach to the customer-brand relationship that shifts from the “what” to the “why” will set the scene for an era in which the “personal” is put back into personalisation. This will pave the way for brands to build previously unimagined experiences for customers.  Alexandra Salomon, director the IAB in Washington, said that while digital provides almost unlimited reach and user experience, digital advertising is putting technology first to its detriment. “Our goal should be to get digital advertising back into alignment with the consumer,” she said, pointing out that technology s...

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