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Personalise for Branding, not Sales

An interview with one of the more thoughtful practitioners of digital marketing, Ed Melvin, Head of Digital at Publicis. The backdrop to our interview was that Ed has received a highly commended for a paper he wrote for this year’s Adman Prize competition, which was directed at the broad area of personalisation. Ed’s paper Stop Selling and Start Building has an interesting hypothesis at its core – namely that in our rush to embrace new digital technology such as customer profiling and data analytics we run a real risk that we lose sight of what marketing should be about – the creation of a compelling brand proposition.

      July 1st 2016 - 03:07:2016 16.27