The Critical Role of Personalisation and Relevance

For NEOs (New Economic Order), personalisation is a baseline expectation, not a differentiator. They anticipate that businesses will address them by name, recognise their preferences, and understand their purchasing habits. But while personalisation captures their attention, relevance is what wins their loyalty and engagement. Relevance goes beyond basic data-driven tactics—it’s about delivering messages, experiences, and solutions that resonate with the individual on a deeper level, aligning with their values, needs, and aspirations.

In this chapter, we explore how small to medium-sized businesses can achieve both personalisation and relevance to engage NEOs effectively, and why the combination of these two factors is crucial in standing out in a crowded market.