Exploring the MarTech & CX Landscape
Today we’re going to talk about digital customer service, and how it’s now essential for companies in every industry to embrace it if they haven’t already started doing so. To help me discuss this topic, I’d like to welcome Ragy Thomas,…
By 2023, 65% of the world’s population will have its data covered under modern privacy regulations according to Gartner. With this, marketers and advertisers are under increasing pressure to both adhere to data privacy regulations while maintaining…
This article was originally written by Greg Kihlström for Forbes. Read the original article in full here.
It’s hard to miss the consistent and continual stream of news and information about artificial intelligence and how it’s predicted to fundamentally change how we do business. Its impact on marketing teams, processes and platforms is transforming the way we operate. AI can automate mundane tasks like customer segmentation and campaign optimization while providing deeper insights into consumer behavior that were previously impossible to uncover. By leveraging AI’s predictive capabilities, we can develop more targeted campaigns that drive better results for our organizations.
As an advisor and consultant to leading organizations, I have identified and implemented several types of AI-based solutions with marketing teams. These solutions include robust content personalization, next-best action approaches, predictive analytics, and workflow or task automation.
In this article, I’m going to talk about how successfully adopting AI within your marketing practice areas can have a meaningful impact on the way you work. We’ll look at this by focusing on three areas: your people, processes and platforms. Let’s get started.
This article was originally written by Greg Kihlström for Forbes. Read the original article in full here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
This article was originally written by Greg Kihlström for MarTech. Read the original article here.
Marketing automation is a foundational component of marketing technology stacks. However, using it alone isn’t enough to stay ahead, as customers expect a seamless experience with your brand, regardless of the channel.
There are ways to use additional solutions, notably artificial intelligence and journey orchestration, to take your existing marketing automation approaches to the next level.
Marketers have achieved amazing results with marketing automation in the past. But customers’ shifting expectations and behaviors are pushing traditional approaches to their limits. Brands that rely on marketing automation alone find engaging with active customers on multiple channels difficult.
Personalization in most marketing automation platforms (MAPs) is limited to simple rules-based instructions (“if this, then that”). For example, if a customer abandons their shopping cart, send them a reminder email. Or, if a customer signed up for an email list, send them a welcome message.
This approach doesn’t allow for complex variations based on the segment a customer might be in, their propensity to buy, their past individual behavior, or other factors. While some MAPs can technically achieve this, building all rule sets can make ongoing management nearly impossible and fraught with errors based on cascading dependencies.
As customers demand more dynamic experiences, your marketing automation approach must be augmented. This is where customer journey orchestration and artificial intelligence (AI) come in.
This article was originally written by Greg Kihlström for MarTech. Read the original article here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
