Personalization will be 2020’s most overhyped marketing practice

Personalisation was the US Association of National Advertisers’ 2019 marketing word of the year, but the idea’s popularity has been largely the result of martech companies successfully promoting their own personalisation technologies. Here are just a few examples from last year alone.
Accenture created an Interactive personalised Marketing Index ( PDF) claiming that “almost 70% of consumers want companies to personalise their communications”. And what does Accenture sell? Marcom personalisation. Seismic commissioned a report stating that personalised customer experiences are the biggest opportunities for effective sales enablement. What does Seismic offer? Website personalisation. Read more…