We also learn from behavioural science that people are led by their hearts. If you arenвЂ™t yet familiar with these methods, a great starting place is Byron SharpвЂ™s book вЂњHow Brands GrowвЂќ. Individual communication at the time was extremely cost intensive, which meant that brands started to reduce their audiences.Д«ehavioural economics and marketing science provide us with empirical evidence that we need to broaden reach and target the category. But there was a major flaw with this approach.

In the early 2000s marketing focus shifted from mass to one-on-one as we realised that audiences are not all like minded. So letвЂ™s unpack this trend.ДЇirst we need to rewind and remind ourselves of the context. Why? Well when a trend is overhyped the term tends to be thrown around for the sake of appearing to be on trend (often misinterpreted) rather than by understanding it and applying it correctly. Whenever a trend has that much hype, I worry about it. If you are anything like me, then you start your year off by reading all the different trends and predictions for the upcoming year вЂ“ 2020 was no different except that there were trends for the entire decade! In amongst these trends was one that received a lot of hype вЂ“ personalisation. Isla Prentis, Head of Tirisano Consulting at The MediaShop

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