If you are anything like me, then you start your year off by reading all the different trends and predictions for the upcoming year – 2020 was no different except that there were trends for the entire decade. In among these trends was one that got a lot of hype – personalisation. Whenever a trend has that much hype, I worry about it. Why? Well, when a trend is overhyped, the term tends to be thrown around for the sake of appearing to be on trend (often misinterpreted) instead of understanding it and applying it correctly. So let’s unpack this trend.
First, we need to rewind and remind ourselves of the context. In the early 2000s, marketing focus shifted from mass to one-on-one as we realised that audiences are not all like-minded. But there was a major flaw with this approach. Individual communication at the time was extremely cost intensive, which meant that brands started to reduce their audiences...
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