"Marketers have more tools than ever to personalize, automate and optimize - yet those same technologies are making our work look and sound increasingly alike. At a recent conference, consultant Steve Fair illustrated this perfectly. He's known for "Post-it Lady" - a woman staring at a wall of sticky notes in a popular Unsplash image that appears on countless agency websites. Fair showed how many agencies that claim to be different use that same photo. His point was simple: even a great image can kill differentiation when everyone uses it. The irony is that the abundance of online image libraries has made agencies look more alike, not less. Martech often has the same effect."
"Martech introduced countless innovations to help us personalize and optimize campaigns. I've been in the industry long enough to remember the excitement of automatically adding a salutation to a letter or fax. Today, we're still personalizing with salutations. But does it really help? It's table stakes. Skipping a salutation in an email designed to feel personal will hurt performance - and probably your career prospects. Audience expectations now make personalization a basic requirement, not an optimization tactic."
Marketing technology and abundant online assets have increased personalization and automation but also produced widespread sameness across campaigns and agencies. A commonly used stock image exemplifies how identical choices erode perceived uniqueness. Simple personalization tactics, such as salutations, have become expected norms rather than performance enhancers, and omitting them harms results. Advanced personalization now serves primarily to avoid falling behind rather than to differentiate. Tailoring content to roles or individuals is widely adopted as the basic price of entry, leaving many campaigns effectively average rather than distinct.
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