One thing that is usually uppermost in your mind as a marketer is how to ensure that you not only survive the competition but also become one of the market leaders.
And in order to become a market leader you are expected to work seriously on personalization[1] but doing this at scale because you must focus on the global market, must require automation and that is where machine learning[2] comes in.
You must create a digital presence that will help in better customer engagement, raise brand awareness, and reinforce business objectives. It’s expected that you must have been working on your web content and building out your CRM capabilities, you must also have it behind your mind that there is the absolute need to have various efforts underway to automate key marketing activities.
With the global market as your target, getting personal maybe a little difficult task to achieve but you can enhance this with a personalization[3] engine. Your ultimate aim will be to target the content you deliver to your customers and prospects based on what you know about them and what you believe they might need.
Personalization or customization
Before embarking on machine learning integration, it’s essential that you refrain from mixing up personalization with customization. While personalization is carried out for the customer’s benefit, customization, on the other hand, is initiated by the customer in an effort to drill down to the desired content.
In the research by PWC[4] titled ‘Financial Services Technology 2020 and Beyond: Embracing disruption’ it was observed that customer intelligence will be the most important predictor of revenue growth and profitability. Personalization is the amazing outcome of your customer intelligence that will ensure you’re able to control over-messaging customers with blanket promotions, this will also translate