Personalised marketing is an illusion. If we ever really had personalised marketing, then the closest we ever got to it was the apocryphal small town storekeeper of yesteryear who would know each and every customer by name.
Marketing is communicating. And while technology is an undeniable enabler, people are at its heart. Every day, we play our respective marketing roles to connect with prospects and customers — people we desperately seek to understand, but may never really know.
Powerful marketing can be used for good or for ill. Not all marketing served the greater good. This is an important lesson in understanding the impact of marketing and the disastrous results it can have on the very audience it was intended to serve.