Personalization Isn't Everything: The Case For Marketing That Brings People Together | AdExchanger

"Marketers today are tasked with delivering hyper-personalized messaging at scale. Luckily for them, AI has made it possible to reach individuals with uncanny precision (as we all know: right message, right time, right channel). But as the pendulum swings hard toward 1:1 personalization, a critical question emerges: Just because we can personalize every interaction, does it mean we ? For marketers immersed in the mechanics of programmatic, identity resolution and customer journey orchestration, this might sound counterintuitive."

"The case for collective experience Humans are inherently social beings. We bond through shared rituals, cultural moments and emotional truths that transcend individual preferences, like holidays or sporting events. When personalization goes unchecked, it can begin to fragment audiences. We serve messages so tailored, so niche, that we forget the power of the collective. And yet, some of the most impactful campaigns, those that live on in culture, don't rely on data segmentation."

"They speak to Amazon's "Joy Ride" or Coca-Cola's iconic holiday campaigns are prime examples. These aren't built for a segment of one; they're built to create a sense of belonging. They tap into emotions we all share: nostalgia, pride, perseverance, joy - or even the humor of poking fun at ourselves ( think HBO Max's re-rebrand ). For performance marketers and media strategists focused on return on ad spend and funnel velocity, these campaigns might seem like brand-building anomalies."

AI enables marketers to deliver hyper-personalized messaging at scale, reaching individuals with precise timing and channel selection. A critical question arises about whether every interaction should be personalized. Humans bond through shared rituals, cultural moments, and emotional universals that transcend individual preferences. Over-personalization can fragment audiences and weaken collective connection. Enduring campaigns often address broad emotional truths—nostalgia, pride, perseverance, joy—to create belonging rather than targeting only individuals. Brands increasingly recognize that emotional connection, not only conversion, drives lasting value and cultural resonance.

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