Insights — Marketing Guppy

The Personalisation Gap: Why Relevance Disappears After the Click

Marketing has become remarkably sophisticated at reaching the right people. So why do so many campaigns still send them to a website that treats everyone exactly the same?

Marketing Guppy Editorial14 October 20269 min read

Four targeted campaign messages for financial services, manufacturing, healthcare and technology converge at a single click and lead to one generic laptop webpage reading "Innovative solutions for a brighter future".

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Three audience cards labelled Financial services, Manufacturing and Healthcare feed one webpage showing the personalised headline "Build a more resilient financial services operation", with a legend below naming the parts that change: headline, supporting copy, image and call to action.

Website Personalisation

Website Personalisation: The Complete Guide for Marketers

Your website might attract thousands of visitors. But how many of them are seeing content that actually speaks to their needs?

Marketing Guppy Editorial14 October 202615 min read

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The Personalisation Gap: Why Relevance Disappears After the Click

Website Personalisation: The Complete Guide for Marketers

Your campaigns are targeted.Is your website?

Your campaigns are targeted.
Is your website?