#BigQ2020: Personal, visual & always visible

Since long before we knew to call it “personalisation”, this form of marketing has worked to make customers feel seen, heard, understood and appreciated. Back in the day, if the person at the corner shop knew your name, or asked after your family, this was seen as good customer service, and ultimately made one feel part of a particular community. It’s thus fair to say that personalisation isn’t a new thing but, in the digital age, it’s certainly a necessary thing — giving those who employ it smartly, discreetly and efficiently an edge in an ever more crowded online space.