If you’ve been in digital marketing long enough, you’ll know some buzzwords burn bright, then quietly fizzle out. We’ve seen it so many times: “gamification,” “growth hacking,” “the metaverse.”
Personalisation isn’t one of those. If anything, it’s the opposite: over the last twenty years it’s gone from a side tactic to a central pillar of modern marketing. And now, in 2025, it’s the sharp line between being merely visible and being genuinely relevant to your customers.
At Propeller Digital, we’ve been building websites, shaping campaigns, and driving bookings for more than two decades. In that time, the most consistent trend we’ve seen is this: customers reward brands that feel like they understand them. That’s why personalisation has become non-negotiable.
But it’s also why the classic marketing “persona” has had its day. Useful in brainstorms, yes. Effective as a real strategy, no. And if your brand still leans on fixed personas instead of a living, breathing approach to personalisation, you risk marketing to nobody in particular.