Episode 174 - What's the Point? in Personalisation, With Brendan Perring, General Manager, IPIA

In this podcast, Marcus talks with Brendan about personalisation and whether this is something any print company should invest in. With smartphones, and platforms such as Netflix, Spotify and many others we define our unique consumption of content by creating our playlists to match our taste and personality. This is now normal. So can print also join this party? Is personalisation a mere buzz word or is it an incredibly powerful technique for communication? In an increasingly customised world, how can print align, what examples can we point to? Brendan talks of passive V proactive personalisation and how clever thinking aligned to strategic marketing can achieve amazing results with the printed medium, but only if B2C and B2B marketers have a good grip on data and software. We also talk decor, and how social tribes and consumer and retail change are leading to the growth of expression through print that was never before possible. 

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