’Hello Me’ - AI has flipped Personalisation18 Touko

Hello $Firstname AI Edition, Chapter 5: Marketing Without Personalisation

In Chapter 5 of Hello $Firstname, Kim Jong Andersen reads ‘Marketing Without Personalisation’.

Kim Jong Andersen is Managing Partner at the Danish agency WDP. In this chapter, he reads a deliberately difficult exploration of what marketing would look like if we removed personalisation from the equation.

The answer helps clarify what personalisation can and cannot do. Personalisation is a powerful communication tactic, but it cannot compensate for a weak value proposition, boring creative work, poor reach, or a badly designed customer experience.

The chapter introduces the personalisation-value equation and explains how marketing value depends on proposition, format, reach, and personalisation. It discusses the balance between performance marketing and branding, the importance of creativity, the role of friction, and the danger of becoming so narrow with hyper-personalisation that reach disappears.

In his reflection at the end, Kim emphasises two important reminders from a brand-building perspective: the power of fame, and the danger of focusing only on customers who are already in-market. His point is that segmentation and personalisation matter, but they do not remove the need to build broader brand value and reach.

The chapter closes Part One by reminding marketers that personalisation creates extra value only when the fundamentals of marketing are already working.

More resources from the Hello $Firstname universe

You can buy the physical book here: https://amzn.eu/d/6jV4QZT

If the Amazon EU link does not work in your country, please search for Hello $Firstname: Profiting from Personalisation, AI Edition on your local Amazon store.

You can download the illustrations and models from the book here: https://www.omnichannelinstitute.com/en/resources

You can also learn more about the Personalisation Cards and Canvas, which help teams turn the Bowtie of Personalisation into practical use cases, here: https://www.omnichannelinstitute.com/en/personalizationcards

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Hello $Firstname AI Edition, Conclusion and Epilogue - when the customer sends an agent...

In the chapters leading up to this point, we've explored how to create meaningful, personalised experiences across channels, campaigns, and touchpoints. We've talked about data, content, and the orche...

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Hello $Firstname AI Edition, Chapter 22: Achieving Organisational Maturity for Personalisation

In Chapter 22 of Hello $Firstname, Arild Horsberg reads ‘Achieving Organisational Maturity for Personalisation’. Arild Horsberg is general manager of Forte Optimize in Oslo, Norway. In this chapter, h...

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Hello $Firstname AI Edition, Chapter 21: Governance and Processes

In Chapter 21 of Hello $Firstname, Yogita Wadhwa reads ‘Governance and Processes’. Yogita Wadhwa works in what she calls the messy middle, where strategy, technology, data, and execution have to come ...

23 Syys 38min

Hello $Firstname AI Edition, Chapter 20: Marketing Technology

In Chapter 20 of Hello $Firstname, Matthew Niederberger reads ‘Marketing Technology’. Matthew Niederberger is a fractional head of martech at Martech Therapy, which mostly means he gets called in when...

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Hello $Firstname AI Edition, Chapter 19: People and Skills for Personalisation

In Chapter 19 of Hello $Firstname, Michel Stevens reads ‘People and Skills for Personalisation’. Michel Stevens is course director at CXM Academy and has spent his professional life on exactly what th...

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Hello $Firstname AI Edition, Chapter 18: Models of Organisational Maturity in Personalisation

In Chapter 18 of Hello $Firstname, Fiona Ngaruro reads ‘Models of Organisational Maturity in Personalisation’. Fiona Ngaruro is a digital growth and marketing technology strategist based in Nairobi, K...

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Hello Me — AI has flipped Personalisation. Are Marketers Ready?

For two decades, personalisation has been something brands did to consumers. AI just flipped that. In this opening episode, Rasmus Houlind (Agillic, Hello $Firstname) and Frans Riemersma (MartechTribe...

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Hello $Firstname AI Edition, Chapter 17: Conversion Rate Optimisation and Personalisation

In Chapter 17 of Hello $Firstname, Steen Rasmussen reads ‘Conversion Rate Optimisation and Personalisation’. Steen Rasmussen is co-founder of Brand Leadership Community and IIH Nordic, as well as an i...

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