How brands are finally realising the full potential of personalisation

Marketers have been debating personalisation in earnest for over a decade, since the time when it meant no more than including someone’s name in an email or on a piece of direct mail. The sophistication of targeting technology has undoubtedly increased since then, yet there remains a sense that the potential of personalised marketing still hasn’t quite been fulfilled.
Sarah Mansfield, Unilever vice-president of global media for Europe and the Americas, neatly explained the trajectory