Resolving the personalisation conundrum
Digital advertising’s success has been driven to a large extent by its promise to deliver precisely targeted messages to consumers. As a result, personalisation is becoming the holy grail for many marketers.
But as more consumers engage with personalised brands & services and enjoy the benefits they offer, they are at the same time increasingly cynical about business’ data claims, promises and policies.
So how can brands resolve this conundrum? At Zenith, we believe that brands need to take a more nuanced approach to personalisation. In this session, we’ll sit down with RB to discuss how legacy brands can harness the benefits of relevant communications to drive performance in order to win in the new fit-for-purpose digital ecosystem.