Marketing w/o Personalization with Kim Jong Andersen Partner at WDP and Founder of Danish Dig Award
In this week’s episode of the ‘Hello $FirstName’ podcast I’m discussing chapter 5 ‘Marketing Without Personalization’ with Kim Jong Andersen, Partner and CCO at Wibroe, Duckert & Partners and Chairman and Founder of Danish Digital Award.
Kim has literally wrestled every discipline within marketing – plus, he has decades of experience that traces way back to before uncool was cool.
IMHO it makes him the perfect person to discuss how marketing is, was and could be without personalization. Looking at a topic from outside gives us new clarity on what it is and what it isn’t.
Do the old virtues of a good Value Proposition, Creative Communication and Broad Reach still count? What is it that Personalization brings to the mix then? Is this in contrast to the good old virtues?
You can expect us discussing how marketing would look – and indeed looked – before personalization became a thing. That includes the following:
- Kim’s background from several and very different types of marketing agencies and his involvement in founding and driving Danish Digital Award.
- When the term personalization first came up
- When personalization took off
- Whether personalization is more of a data or a content exercise
- What a strong value proposition means for the effect of personalization
- If personalization make it up for a poor value proposition
- If personalization automatically means less reach
- In which (business) use cases personalization is useless
- How branding and personalization relate
- If personalization mainly creates short term or long term value for brands
- What Kim believes will happen with personalization in the future
- And at the end – Kim’s own favourite example of personalization that he’s experienced personally
Based on Rasmus Houlind’s latest book ’Hello $FirstName – Profiting from Personalization’
The book is available in print and kindle and can be bought here:
https://amzn.eu/d/7con9Ex (or your local .com, .co.uk, .se amazon…)
A written abstract of the book can be downloaded here:
https://bit.ly/HFN-abstract
All models and illustrations from the book can be downloaded here:
https://bit.ly/HFN-Illustrations
Visit your favourite podcast service for the audio chapters, e.g. Spotify:
https://spoti.fi/3Ri97xx
