Double fireside: Hyper-personalisation: Fad or trend? Hype or hope?

We live in an attention economy where we are not only busy but very use to spreading our focus across multiple screens and tasks. When traditional brand loyalty is hard to hold onto, is hyper-personalisation the only way to satisfy the needs of the on-demand customer?

>> Or is it a fictitious state, impractical, expensive and very tough to deliver on?
>> Should we be personalising our products, the delivery process, the experience or everything?
>> Do we know what consumers really want? How do we balance hyper-personalisaiton with exploration to provide additional offerings?
>> When should digital step aside to leave room for authentic human connections?



Katie James, Senior Manager, Digital, flybuys

With more than a decade of experience in digital and marketing for some of Australia’s best-known brands, Katie is passionate about digital experience and how it enables us both online and offline. Leading the digital function for flybuys, Katie’s team are focused on delivering intuitive & highly personalised digital experiences that simplify the often overly complex world of loyalty programs. With 8.6 million members, flybuys touches more than two thirds of Australians households and digital is at the heart of that experience. Prior to joining flybuys Katie spent time at Liquorland, First Choice Liquor & before that the RACV, driving internal digital adoption and shifting the conversation from a heavy focus on traditional marketing channels to a true multi-channel, where digital is understood to be a key step in the purchase cycle regardless of were you convert.

Rob Hudson, Founder, SpoutLogic

Rob has over 26 years in the advertising and digital industries.  He is a former director of Greenfield and Icon in London and Y&R and Clemenger here in Australia. In 2019, Rob launched SpoutLogic; a consultancy focused on the practical application of human-centred design and emerging technology for business, academia and governments, delivering digital innovation and marketing advantage.

Rob sits on the boards of Mindshift, Artisan and the Brisbane Portrait Prize. He is a consulting lecturer to QUT on marketing technology, brand strategy and behaviour change. He is also a Multicultural Ambassador for Qld Govt, a Member of CEO institute, an IPA Certified Strategist and author of the Digital Analytics for Marketing section of the most recent IMC book from McGraw-Hill Education.

Moderated by: Ben Johnston, CEO, Josephmark

Ben’s spent more than a decade developing businesses, consulting on digital strategy, identifying market gaps and future trends. He’s founded many successful companies, including design studio and venture lab Josephmark, motion design company Breeder, indigenous creative agency Gilimbaa and trending music platform We Are Hunted, which was acquired by Twitter in 2012. As JM’s CEO, Ben leads a team who consistently create and launch innovative digital products like Australian startup chart Vest, catch-up news platform Hash and social music discovery site Undrtone. He’s become an influential figure within Australia’s creative and business communities, and his fearlessness in pushing the envelope has culminated in the truly entrepreneurial business that Josephmark is known for.

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