irect, one-to-one, individual, personalised… Whatever you call it, it’s a marketing strategy that’s undergoing significant disruption. Advancements in data collection methods, analytics, digital electronics and digital economics are providing marketers increasingly effective real-time and prolonged customer-personalisation tactics, making the targeting of customers at a personal level that much more achievable and valuable. But just as marketers are becoming more tech-savvy, customers are becoming increasingly conscious of mass advertising, at a time
