Mass personalisation is a targeting paradox: Among the most popular trends of 2020, there was one in particular that received a lot of hype — personalisation, says Isla Prentis, head of tirisano consulting at The MediaShop. Prentis says that when a trend is overhyped, however, the term is thrown around to be on-trend (often misinterpreted) rather than being applied correctly.
Source: media update
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