Why people based marketing can be more effective than personalisation
Building and creating optimised digital experiences have been the focus of marketing teams since the early days of the internet, yet the focus has been on the channel rather than the consumer.
The key performance indicators of success have been measured on the performance of email marketing, paid media or targeting ads programmes, rather than enhanced customer experiences, increased retention rates, and increased lifetime value.
This approach is in dire need of rejuvenation. Why? Because...