Getting personal has always been the purpose of communications. Indeed, I'd argue that it's part of the very definition of the word. So it's interesting to see how the world of marketing now addresses the potential of personalization and how it's driving the agenda of so many brands and campaigns. 

It's nothing particularly new - after all Amazon has been doing it for years at the sharp end of online retailing. The clever stuff however is coming through now as brands take advantage of the capability to personalize all parts of the customer journey. 

In an article in Performance IN, Thunderhead CMO Jason Hemingway  makes six recommendations for brands looking to get up close and personal with customers. A state Thunderhead calls a "Campaign Supernova". 

According to Jason, it all revolves around the simple fact that people want to be treated as individuals and fight shy of being 'suckered' by a generic campaign.  This is because consumers today are 'woke' -- meaning they are less influenced by objective facts than appeals to emotion and personal belief.

To me, this is yet another example of how the worlds of marketing and PR are colliding. I'd argue that that the purpose of PR over the years has been to influence or inform an audience through authentic dialogue. It's why PR has always been considered as more credible than advertising. 

So the increasing importance of personalization in the next generation of campaigns as explained in the six steps mentioned in Jason's article chimed well with me. Just look at the first two where he talks about  the importance of "thinking about your campaigns as an invitation to a conversation" and of "understanding of their intent". It's here, I would suggest, that a strong communication element has a role to play in any brand campaign. After all, it's about having a consistent conversation and driving interaction (engagement).

Where the clever scientific stuff happens is where technology tracks the customer journey and where decisioning platforms provide insights that allow for campaigns to be optimized at the level of an individual interaction. 

This is the Campaign Supernova that Jason talks about and any brand looking to ensure customers feel like more than just an IP address would be well served to take note of it.