The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal
updated 2d ago
The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal
The trick is to manage expectations, not fight them. Or, as I call it: Appreciate, Align and Agree
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
what is rooted in real life is the premise of how to connect with customers. That’s why customers gravitate toward conversations with brands that are more live. A study12 by the Harvard Business Review confirmed this finding, where consumers are motivated more by the emotional value of a brand than any other factor.
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
Personalisation isn’t a scale of one to two; are brands personalising or not. It ’s a scale of one to ten; how much are brands personalising. There are milestones that help brands understand where they sit.
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
The first step in personalisation therapy is to acknowledge that personalisation is so much more than just recommendations.
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
So, personalisation’s all about saving time, then?
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
It’s a place where the user might be in a specific state, and therefore a variable requires changing to acknowledge that state.
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
what I found as the true measure of personalisation – retention,
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
“What’s the difference between personalisation and recommendations? Netflix don’t actually do personalisation, they only do recommendations.”
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
categories: 1) Saves Time 2) Offers Discounts 3) Displays the Right Products Really, it’s two. The third category seems to be the cause of the first,
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim
optimising a, you guessed it, conversion rate. What this does is result in brands so-called “personalising” their page templates. Where the solution isn’t the solution itself but the location of the solution.
from The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal by David Mannheim