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THE NEW AGE OF COMMUNICATION
The challenge of personalisation and localisation
Through digitalisation, the world has become smaller. The multitude of online distribution channels and social media at our disposal today also means we can communicate in various ways with more people in more time zones simultaneously. For a standard campaign, an average company uses at least eight different distribution channels nowadays. This new age of communication offers the modern marketer diverse options, but poses challenges as well – personalisation and localisation.