“It’s not creating the touchpoint, or even the main content message – it’s not deciding that. It’s just deciding, ‘Okay, this communication has this objective; the current human language is this. How can we better optimise this language so that it communicates better to customers, and drives better ROI and conversion?’”
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Personalisation is not a destination
The importance of personalisation is such a talked-about subject within marketing, with practitioners constantly discussing how to “do personalisation”, how to carry it out more effectively, how to personalise at scale, what the future of personalisation will be, and much more besides. However, both Malm and Lopes emphasise that personalisation shouldn’t be an end in and of itself.
“I don’t think personalisation as a pursuit is important,” says Malm. “Ultimately, results are the most important thing. Now, often personalisation for a specific purpose is the most effective way to optimise that end goal – but not always.”
He uses the example of a 30-second Superbowl ad, widely considered to be one of the most effective forms of advertising in the world – and which is fundamentally unpersonalised. “There are points in time where personalisation should absolutely not be used, and marketers cannot – and should not – aspire to personalise everything.
