We all know Dory from Finding Nemo – the anterograde amnesia suffering fish whose memory continually resets (see what I mean here). Cute, yes, but Dory’s inability to remember anything means that she is left friendless as those around her grow impatient with constant repetition.
So, what does this have to do with personalisation? Well, if you’re still using a one-size-fits-all marketing approach, you’re not much better than this forgetful fish. And while Dory’s condition is played for laughs in the film, when it comes to your marketing, amnesia is serious business.