Marketing innovation is moving at a rapid pace. AI, personalisation, automation. It's a very exciting time to be part of the industry. However, it's also important that brands don't forget the essentials. If they do, they risk the foundations of their marketing activity. And if the foundations are shaky, more advanced tactics soon begin to feel the impact. At Pure360, we are big fans of Preference Centres. So in this blog post we will introduce you to them, and talk you through just some of the benefits.