This article is part of our “Marketing Realities” series, where we examine conventional wisdom against practical experience. Each instalment tackles a different aspect of modern marketing strategy, offering evidence-based insights for practitioners navigating today’s complex brand landscape.
In today’s marketing landscape, practitioners often find themselves at a crossroads between hyper-personalisation and broader marketing approaches. Whilst AI-driven personalisation has been heralded as the future of marketing, experienced marketers recognise that an over-reliance on any single strategy can lead to diminishing returns. The following insights reflect a pragmatic perspective on finding the right balance between targeted personalisation and broader market reach, informed by real-world experience and contrasted with perspectives like those of marketing thought leader Mark Ritson.
Our Experience:
- Performance prioritisation over product development leads to unsustainable practices.
- Focusing solely on short-term performance creates stress and neglects competitive product development.
- Personalisation works better with existing customers rather than acquisition
- Over-segmentation increases costs and error rates.
- Neglecting underserved categories isn’t sustainable long-term.
Balanced Approach:
- Use personalisation strategically with existing customers where relationships exist.
- Apply broader targeting for acquisition and brand building.
- Balance performance marketing with product development.
- Consider the efficiency of targeting vs. the reach benefits of mass marketing.
- Recognise that different business stages may require different approaches.
These insights were originally inspired by Mark Ritson’s provocative stance in Forget personalisation, go after everyone, yet expanded to reflect how balanced marketing approaches can simultaneously drive business outcomes, feel authentic to customers at every touchpoint, and look cohesive with your brand identity.
