If you haven’t heard this latest buzz phrase yet, you’re missing out. “Personalised marketing at scale” might be fast becoming the newest digital marketing trend, but far from being a throw-away gimmick, it represents a new way of thinking that will permanently transform our media approach.
In essence, it’s the ability to reach different consumers with different creative messages, rather than having to have a single TV advert that everyone sees. It means you can subtly tailor your executions based on demographics, interests, location or even purchase history, reaching millions of consumers but each with something that seems personally relevant and interesting. The tweaks can be subtle, like different copy or video thumbnails, or can be more dramatic – brands could for instance position themselves entirely differently to excite teenagers versus the parental audience who might actually be the ultimate purchasers.