The formula to acquire customers in today’s hyper-connected online and offline communication ecosystem, can be summarised through the following phrase: “right audience, right channel, right time. Moreover, this phrase even encapsulates what personalised marketing is all about. Simply put, it is the art of creating and delivering communication tailored according to each individual consumer’s preferences. Fundamentally, personalised marketing is the process of communicating the different value of the same product or service to various consumer segments, be it students, working professionals, millennials, middle-aged consumers, digital or offline consumers, etc. Hence, as the communication channels for each of these segments varies greatly, marketers must also craft their messages for consumers in such a way that it is connected to everyone. This simply means only pitching the content, products, and services that appeal to them.
