Volume vs personalisation: what works?

By Bena Roberts - BKI Media

Service providers are talking up careful targeting and personalisation while brands are still preoccupied by scale and reach. Should there be a difference between targeting and personalisation of operators’ services – voice, data and content – from third party promotions? BKI Media doesn’t think so, despite the apparent chasm between the two opposing views.

Service providers talk of targeting, personalisation, context, relevance. The world’s big brands want volume, reach, scale, mass market. Are the two approaches exclusive to telecoms and media respectively? If so, why do such different rules apply? And what about the whole notion of convergence; the meeting and interaction of telecoms and media? Can telcos possibly know more about promoting their services than the big brands who’ve been running ad campaigns for decades?

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