The Futurist: From mass marketing to mass personalisation


Mass personalisation is no longer just a digital marketing buzzword. It’s everywhere, from our Facebook feeds to our e-commerce shopping experiences. Even local organisations have begun to realise the importance of tailoring and personalising their products, services and marketing initiatives. This is a win-win scenario for both marketers and consumers. Marketers can deliver relevant products, or in our case, content to consumers based on the deterministically or probabilistically data that we have gathered and gain a deeper understanding of our consumers’ behaviour.

Consumers, on the other hand, benefit from the relevant products and content that is being served to them, thus making it more of value, especially if it is paid content.

Content is king and data is queen

For us, Media Prima Digital has traversed an arduous journey to establish quality digital content for our users and this comes with valuable data and insights. We had to invest in the right tools, hire the right people and equip ourselves with the right resources. We also had to ensure the personalisation was done right.

Advertisements have always been known to be intrusive, especially if catered towards the wrong audience. Therefore, if a marketer relies on inaccurate data, their marketing campaign will be destined to fail. The ability to effectively segment consumer data in real-time is also crucial as it allows marketers to be up close and personal with consumers.

But, to date, there are still a handful of marketers who make marketing decisions based on assumptions. For instance, some marketers would assume males are the most likely demographic to consume sports-related content and download a fitness app. However, making this assumption without data to support it will result in marketers missing the opportunity to deliver relevant content to the female sports and fitness enthusiasts. What could potentially differ between the two demographics, however is the type of fitness content consumed. Rather than stereotyping audiences, marketers should collate data sets around their audiences, identify valuable trends and build an in-depth granular view of their audience segments.

As the largest integrated media company in Malaysia, we are at a competitive edge in producing a plethora of content. We also have control over the content that we put forth to our 10 million digital consumers, which enables us to provide quality and a brand-safe environment for marketers to collaborate with us. It is undeniable the future of digital marketing relies heavily on data precision because each consumer places a different value for different things in life.

To conclude, we believe that as long as we are able to make use of the data gathered and deliver personalised content that is relevant to our audiences, our mass personalisation efforts will bear fruit.

The writer is Rafiq Razali, CEO, Media Prima Digital. The article first appeared in A+M’s The Futurist print edition.