IBM’s marketing boss on why personalisation is ‘the wrong avenue to go down’
IBM’s senior vice-president of marketing and communications, Jonathan Adashek, believes the industry is too focused on personalisation at the expense of relevance.
Personalisation is “the wrong avenue to go down” in B2B marketing, according to IBM’s senior vice president of marketing and communications, Jonathan Adashek.
The issue, he says, is personalised comms is often not hugely relevant to the recipient in the moment – if at all.
“Last week I opened up an email, and it was personalised to me, and it was for hair extensions. It was at my IBM email address, and it was personalised, but it was not relevant,” he tells Marketing Week.
