Personalisation when done poorly can be creepier than a clown in the forest late at night, but that shouldn’t mean we stay away entirely. Because when it’s done well, it has the power to enhance the experience for the consumer and deliver massive rewards for brands. I’d argue it deserves more credit than to be labelled as jargon.

This is not about one medium or one tactic versus another. It’s not a case of old broad reach media versus newer more finely targeted approaches. It’s about getting the perfect mix of the two to guide your customer through the purchase funnel. By planning a combination of long-term brand-building, short-term tactical offers and using the data you have to make it relevant to the consumer, you’ll have a far more potent offering than simply running a TV ad campaign and calling it a day.

If you’re thinking that sounds like a great approach for the future, take a look around. Many companies are already on the personalisation journey finding ways to speak to their customers one-to-one through website experiences, app usage, or even ads on Broadcast Video on Demand (BVOD).

The most commonly cited examples come from supermarket giants Coles and Woolies. The personalised special offers these two brands offer their customers are a complete game-changer.

It’s big news but is the approach the most significant marketing trend of the century? Let’s check back in a few years time and if a piece of AI hasn’t become CMO, we can make the call then.