Born digital or not: 1:1 personalisation sets new standard for marketing

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It is the entertainment awards season again as the industry confers recognition on music and moviemakers in the Grammys and Oscars. But let us switch arenas. If we were to give awards in personalised, 1:1 marketing, who would get the nod?

Clearly companies like Amazon and Netflix would end up on the red carpet. These “born-digital” companies have been pioneers in personalisation, creating marketing algorithms, gathering intelligence and then delivering relevant content to...