An article written last week by Deirdre Mills, head of product marketing at real time and personalised video company SundaySky, highlighted the conflicting relationship between the consumer’s increasing want for individually tailored communications, and their continuing desire to protect their personal information.   

The need for a personalised service today can hardly be overstated, both for the benefit of attracting new customers and maintaining existing ones- and for keeping up to speed with the competition. Striking a balance is the challenge, but ultimately does personalisation always come at the cost of privacy?