Why context is the key to unlocking true personalisation

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Until recently, marketers have failed to evolve along with the customers they’re targeting. While consumers have changed their purchasing processes and preferences to align with the new technologies and channels available to them, marketers lagged behind.

Even when attempting to push offers through these new channels, marketers are often still using the most basic customer demographic data to target customers. This has continued the era of spam marketing and ineffective mass...