Personalisation not dead, just evolving

COVENT GARDEN, U.K. - Oct. 23, 2020 - PRLog -- At the end of last year Gartner made a controversial prediction: by 2025 80% of marketers who'd invested in personalisation would have abandoned their efforts.

But is this the end of personalisation?

Omnisperience doesn't think so.

"Personalisation isn't new," says Teresa Cottam, Chief Analyst at Omnisperience. "What's new is using technology to automate and industrialise personalisation to create intimacy and engagement at scale."

Cottam argues that while personalisation isn't dead, our understanding and utilisation of it is rapidly changing. Companies rushed to adopt Personalisation 1.0, she says, as a quick fix, a panacea to solve all customer ills. Personalisation 2.0 is far more nuanced and accepts that while it is a powerful tool, personalisation has to be used in conjunction with other strategies not for short-term ROI but to build and deepen longer-term relationships with customers. Extra dimensions are also being added, as personalisation becomes more sophisticated and evolves beyond microsegmentation into realtime, contextualised and idiosyncratic experiences.

Cottam adds that personalisation only works when it is applied more broadly across the entire customer experience from marketing to sales, products, pricing, bundling, offers, service, care, communications and so on. But she notes that it's essential that personalisation is adaptable. Companies will need to gauge where and how far to personalise, and they need to interact and engage with customers to do this.

Omnisperience views personalisation not as something that's imposed upon customers, but something that comes out of an interaction between customers and the company. Here 'selfie' technologies, such as self-configuration and self-personalisation, have a critical role to play by putting the customer in control and helping to avoid many of the pitfalls of 'bad' personalisation such as overly familiarity, presumption and intrusiveness.

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