Discussing Personalization from the Outside w. Kim Jong Andersen

As part of the research process for 'Hello $FirstName' my co-authors and I arranged for meet-ups with hand-picked experts and practitioners in Copenhagen, Oslo and Stockholm.

Or... How I got a personalized whooping

The very first of these expert panel sessions were in Copenhagen and I was the one who had the 'pleasure' of presenting the draft prototype / concept of what later came to be 'Hello $FirstName'.

The panel was super senior... Peter Grothe-Vilsholm Therkildsen Schlegel from Responsive A/S , S?ren Hafsjold Mohr from 雀巢 , Stefan Kirkedal from Matas A/S and... Kim Jong Andersen from Wibroe, Duckert & Partners .

All gentlemen with loads of experience from all kinds of marketing. Let me put it this way that these gentlemen were not afraid of taking their gloves off. Looking back, I should have known I had it coming... I should have invited more gentle souls. On the other hand, this session was probably one of the most productive in the process. Honest, intelligent and sometime even constructive ;) critique. It simply helped us set some very clear directions and prioritizations for the book project.

Thanks!

Guess who's back? Kim is back! (and with a Halo!?)

Now Kim Jong Andersen is back, in the hot seat of the 'Hello $FirstName' Podcast and we're revisiting how Marketing looks without #Personalization. With Kim's extensive career from almost any kind of marketing discipline and his vast experience from being a Chairman and Founder of Danish Digital Award , I cannot think of anyone better for taking an outside look at personalization.

An outside look at personalization

Taking an outside look at personalization helps us learn what it isn't and thus what it is. Do the old virtues still count? How much does having the right value proposition mean? Can personalization make it up for a poor one? Is personalization opposed to getting broad reach? What does creativity mean? And are we giving it enough thought and love now in the 'year of personalization' (meaning every year since 2015)?

Either way, I'm extremely proud to present this episode of the 'Hello $Firstname' podcast, where Kim is the guest.

Watch it here:

Or listen to it on your favourite Podcast service:

You can expect us discussing how marketing would look - and indeed looked - before personalization became a thing. That includes the following:

• Kim's background from several and very different types of marketing agencies and his involvement in founding and driving Danish Digital Award.
• When the term personalization first came up
• When personalization took off
• Whether personalization is more of a data or a content exercise
• What a strong value proposition means for the effect of personalization
• If personalization make it up for a poor value proposition
• If personalization automatically means less reach
• In which (business) use cases personalization is useless
• How branding and personalization relate
• If personalization mainly creates short term or long term value for brands
• What Kim believes will happen with personalization in the future
• And in the end - Kim's own favourite example of personalization that he's experienced personally

Happy listening!

Rasmus Houlind , Frans Riemersma , Arild Horsberg and Mattias Andersson

The book ’Hello $FirstName - Profiting from Personalization’ is available in print and kindle and can be bought here . (or your local amazon e.g. .com, .co.uk , .se)

A written abstract of the book can be downloaded here .

All models and illustrations from the book can be downloaded here.

Check your favourite podcast service for the audio chapters, e.g. Spotify or Apple Podcasts.