Mass and Personalized – Contradictory or Complementary?

In mature markets most retailers and FMCG suppliers rely heavily on mass promotion to retain and increase market share – despite a broad agreement that more personalised communication is needed to increase relevance for the consumer.  As highly targeted marketing is often perceived as small scale and low impact, it often fails to receive the investment and priority it deserves and is mostly used on an ad hoc basis.  What is required is a balance between the two approaches....

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing