The sheer volume of technology available to marketers is staggering and so easy for we marketers to lose ourselves in. With automation and connected data powering increasingly sophisticated personalisation in both B2C and B2B marketing, we need to remember that what we can do, and what we should do are two different questions – ones each marketer needs to ask themselves when planning and executing campaigns.
Respecting the people we’re looking to engage is fundamental to building their trust.
There are three psychological principles which we often talk about when it comes to content, which Nick often presents in his talks. When it comes to the mechanics of automated campaigns, such as personalisation criteria, these principles are just as important to keep in mind.
Inspired by the talks and conversations at the Martech Festival 2018, I’ve dived into the topic of personalisation from the perspective of the human and what the audience really wants.