Weekend read: "Anti-personalization: The best ad for one, is the best ad for all" "The tools we use mean absolutely nothing if we don’t understand the market itself or how people buy and react to things – often in ways that seem totally irrational. The temptation in the last ten years has been to see advertising and marketing as a feat of engineering, due to the explosion of new technology and to outsize its importance in the marketing toolset." ▪Marketers’ enthusiasm for personalisation at scale may be needlessly adding complexity while reducing effectiveness because of a lack of attention to marketing fundamentals. ▪In general, the best ad for one audience is the best ad for all audiences. ▪Segmentation is based on the idea that you should break up your total market into groups to better tailor your ads to what each group wants. However, it is only useful if there are noticeable and distinct differences within a market that can be capitalised on. ▪The further you segment, the smaller the total market gets – inevitably reducing the potential value of the market, in terms of both its cash value and the total quantity of customers. ▪If a business has to rely on deals and promos rather than memory and positive associations then it is not a strong brand, as there is no preference beyond price. ▪‘Always on’ advertising to the total market is beneficial to all of those who can afford to do so, using advertising that is consistent, creative and memorable. https://lnkd.in/g6D8y7jN #marketing #digitalmarketing #marketingstrategy #martech