Marketing is a complex and often misunderstood discipline – it’s fast-paced, multi-faceted, highly strategic, and constantly evolving. In recent years, AI has fast-tracked much disruption and change in marketing, reshaping customer behaviour, how we engage and interact with brands, and ultimately how we buy.
Automating as much of your marketing as possible has become the mantra of the day. Yet, one truth remains the same: people respond best when marketing feels authentic and personal.
Personalisation in marketing goes beyond using someone’s name in an email: it’s about delivering authentic human connections and care at scale. When done well, a personalised approach builds trust, drives growth, and makes brands unforgettable.
The human side of marketing
At its core, marketing is about people. Behind every click, purchase, or new contract won is a person who wants to feel seen, understood, and valued. We don’t engage with brands simply because they exist; we engage because they connect with us in meaningful ways.
However, in today’s rapidly changing digital world, the human side of marketing is frequently overlooked. Generic ads, templated posts, AI-generated articles, and endless automation create more noise and inauthenticity than value. Humanisation, personalisation, and authenticity are the key to achieving cut-through amidst the noise. A human touch signals to customers: I understand your pain points and preferences, and this message is for you, not for everyone. A tailored message is what turns communication into a true connection.
Beyond vanity metrics: the ROI of relevance
Personalisation isn’t just about being thoughtful; it’s a proven driver of growth. A personalised approach to marketing will help you remain relevant and deliver the return on investment you need.
The measurable impact
The numbers speak for themselves. Companies that master personalisation report 5–8x ROI on marketing spend and sales lifts of 10% or more (McKinsey, 2023). When applied strategically across the customer journey, advanced personalisation can deliver ROI upwards of 200% (Econsultancy, 2024). These results highlight a simple truth: the deeper your personalisation, the stronger your performance.
Advanced personalisation goes far beyond using first names or broad demographic targeting; it leverages behavioural data, predictive analytics, and cross-channel orchestration to deliver one-to-one experiences at scale. According to Kibo’s “Rise of Personalised Commerce”, nearly 70% of brands that implement advanced personalisation across multiple touchpoints achieve 200% ROI or higher. Moreover, companies with a unified, marketing-led personalisation strategy are 38% more likely to reach ROI levels above 400% compared to those without such alignment.
In practice, the benefits of a personalised approach to marketing span conversion, engagement, and efficiency. Website personalisation, such as dynamic homepages or customised product recommendations, can lift conversion rates by up to 43.9% when moving from segment-level to accurate one-to-one targeting. Brands using personalised product suggestions see purchase rates increase by 25% or more, while behaviourally triggered campaigns like cart reminders or restock alerts drive profit increases of up to 17%.
On the operational side, advanced personalisation reduces customer acquisition costs, improves marketing efficiency by 10–30%, and boosts revenue growth by 5–15%. Unsurprisingly, nearly 95% of marketers who adopt behaviourally-driven personalisation report meeting or exceeding their revenue goals.
From engagement to loyalty
The numbers show that personalisation is not just a tactic; it’s a growth strategy. Meeting customers where they are with a high degree of relevancy drives repeat purchases, stronger loyalty, and long-term brand trust.
Bringing back the human touch
Technology makes processes efficient, but only personalisation makes them meaningful.
Think about Netflix recommending the perfect show, or Spotify curating a playlist that feels like it “gets you.” These aren’t random guesses – they are data-driven strategies that feel deeply human.
So how can brands achieve this balance?
Listen first
Personalisation starts with listening to your audience. It’s not about just tracking data but truly understanding the needs and preferences of the customer.
Go deeper than demographics
Move past age and location. Focus on behaviours, motivations, and buying journeys.
Think about timing
The right message at the wrong time misses the mark. Align outreach with customer moments that matter.
Keep authenticity at the core
Don’t over-automate, and don’t focus purely on digital channels. Customers can easily pick up on a robotic vibe. It’s the warmth of a human voice and genuine interaction that makes a difference!
We often refer to authenticity in marketing as a balanced scorecard. What we mean by this is that it’s ideal to have a mix of digital and non-digital elements in your marketing – for example, don’t be afraid to pick up the phone or schedule a face-to-face meeting. This approach ensures you can deliver human connection and interaction in meaningful ways.
The future of personalisation
As AI advances, personalisation will become an even more critical factor and grow more sophisticated, assisting marketers in producing deeper analytics. Real-time recommendations, predictive journeys, and conversational AI will transform the way brands connect with their audiences – and a human touch will be a key differentiator in the market.
AI with empathy
The next frontier is not just more intelligent algorithms, but more empathetic AI – technology that enhances, not replaces, genuine human connection.
The principle remains the same: people want to feel seen, understood, and valued. Brands that personalise the message with care and keep a human touch at the core of their strategy will always stand out.
Humanisation prevails because strong connections are built on timeless truths: people want to feel seen and heard in their interactions. People want to feel human. And in an era of endless automation, personalisation is the bridge that keeps communication authentic and meaningful.
At Manning & Co., we help brands turn this vision into reality. From personalisation audits and data-driven strategies to full-scale marketing campaigns, our approach combines creativity, insight, and technology to connect brands with people in powerful, deeply human ways.
Bring personalisation back into your marketing; make it authentic, meaningful, and unforgettable. Contact us today to explore how personalisation can drive growth for your brand.
