Personalisation is a marketing strategy that aims to adapt communication, content and experiences to the individual needs, preferences and behaviours of customers. By using data and technology, customised messages and offers are created to build a deeper connection between brand and consumer. These customised approaches are designed to increase engagement, strengthen customer loyalty and ultimately increase conversion rates.

The importance of personalisation is reinforced by the findings of neuromarketing. Personalised, relevant content and offers have a higher chance of capturing the brain's attention and evoking emotions. The limbic system, which is responsible for emotions and decisions, reacts positively to personalised content as it is perceived as more relevant and valuable. This can positively influence the perception of the brand and strengthen customer trust.

Collecting and analysing data is a central component of personalisation. Data protection regulations and ethical guidelines must be taken into account in order to protect customer privacy. Data can come from a variety of sources, including online behaviour, demographic information and purchase histories. Artificial intelligence (AI) and machine learning are often used to identify patterns and preferences and generate personalised recommendations.

Personalisation can be applied in various marketing channels, from email marketing to website content and social media. Messages can range from simple name appeals to complex referral systems. However, successful personalisation requires a clear strategy to ensure that the messages are relevant and not intrusive.

In summary, personalisation in neuromarketing is seen as an effective method for increasing customer loyalty and conversion. By creating individual, emotionally engaging experiences, brands can build a long-lasting connection with their customers and optimise their market potential.