Personalisation in marketing and advertising refers to a unique form of targeted marketing. Creating “personalised” messaging aimed towards particular consumers, often crafted by computer software, allows businesses to to target a very niche and specific audience. Personalised marketing can also be applied to products, for example. By using a configuration system which allows consumers to choose individual specifications for the products they are interested in, retailers can suggest “bespoke” items which fit the customer’s criteria.
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