While the majority of marketers acknowledge the importance of personalisation, many are still unwilling to invest into this area of marketing. Technological innovations have posed a unique challenge for marketers as legacy martech technology is simply unable to meet the modern demands of the ever evolving ecommerce industry. In an interview with Which-50 Tink Taylor, founder and president of dotmailer, shares his thoughts on how rapid technological growth has made it increasingly difficult for businesses to separate their marketing strategy from technology.