Personalisation was a trend in 2024 for sure, but this year brands are being challenged to take that to a new level.
From web experiences to OOH experiences, it’s easier to sell to overwhelmed consumers when they feel as though you’re a friend who knows them well.
The line between personalised content and straight-up creepiness will be a line marketeers will need to stay on the right side of, though.
Advanced AI and machine learning algorithms are now capable of anticipating customer needs before they arise, creating truly proactive marketing experiences.
By analysing patterns across multiple touchpoints—from browsing behaviour to purchase history and support interactions—brands can craft highly targeted interventions at precisely the right moment.
This might mean automatically adjusting website navigation based on previous behaviour, or triggering perfectly timed replenishment reminders for consumable products. The key is delivering these personalised marketing experiences while maintaining transparency about how customer data is utilised.
Brands are moving beyond basic demographic segmentation to understand the full context of their customers’ lives. This includes considering factors like time of day, weather, location, device usage, and even current events when delivering personalised content.
Digital signage can now adapt brand messaging based on who’s viewing it, whilst mobile notifications can be tailored to a customer’s current activity or location. However, successful brands are those that find the sweet spot between relevance and respect, ensuring these contextual messages feel helpful rather than intrusive.
The next frontier of personalisation involves understanding and responding to customers’ emotional states and preferences. By analysing interaction patterns, tone in customer service conversations, and social media engagement, brands can better gauge customer sentiment and adjust their approach accordingly.
This might mean adapting email frequency based on engagement levels, or modifying the tone of communications to match customer preferences. The focus is on building genuine connections that acknowledge customers as individuals, rather than merely data points in a marketing strategy.
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