And this has resulted in hyperpersonalisation, which displays content, product and service information that is relevant to users. For Diwali last year, Mondelez India developed India’s first hyperpersonalised video advertisement for Cadbury Celebrations using geotagging and real-time location data. The aim of hyperpersonalisation, says Agrawal, is for customers to be treated as individuals. “This ensures that Spotify users are able to quickly access the right content at the right time for their individual needs, without taking a one-size-fits-all approach,” says Talwar. However, the initial shock of the Covid-19 pandemic forced orga­nisations to adopt physical distancing, test their business continuity plan and rapidly deploy work-from-home models, all while customers rushed to digital channels.

Source: The Edge Markets February 14, 2021 16:07 UTC