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Campaign Magazine
Jan 10, 2020
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The good, the bad, and the possible - top marketers from McDonald's, Marriott, GSK, General Mills and Snap talk personalisation at CES 2020
Marketers now have the data and technology they need to understand customer behaviour and can get sophisticated with how they target and speak to audiences. But that doesn’t mean personalisation is easy – and lots of brands are still trying to get it right.
In contrast, General Mills’ chief brand officer Brad Hiranaga gets shown a lot of content on Netflix that he describes as irrelevant: "A lot of love stories or shows I’m not interested in, it’s not a great experience."
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