What are the five pillars of personalisation marketing?
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Most people look at personalisation marketing as a new and recent addition to the digital marketing mix, but this is an incorrect and dated view. Personalisation marketing has been around at least in principle for more than 25 years. In fact I developed one of the first personalised marketing programmes for Heidelberg USA more than 20 years ago.
To determine what has changed and what has transferred this “legacy” technology into the modern digital world of marketing,...