AI and ML : Advanced technologies are the key to execute a successful personalization approach for digital marketing.
A comprehensive personalization marketing strategy and roadmap could be the primary deciding factors around the results businesses achieve from their advanced personalization efforts. However, most marketing companies lack an effective personalization strategy that is explicitly correlated to customer goals and desired business.
Nearly 63% of marketing leaders continue to struggle while delivering personalized experiences to customers, a recent study by Gartner reveals. In a survey of more than 350 marketing leaders from delivering personalized experiences, mapping digital messages, as well as audience channel preferences – everything increased.
According to the statistics, each of them increased in severity by roughly 8% and 6% percentage points, respectively – compared to a 2019 survey. A significant part of the problem is digital marketing leaders are still scaling their utilization of emerging technologies, including AI and ML.
This is to align with their customer acquisition as well as retention goals. The survey also revealed that only 17% of the marketers indicated that they are using innovative technologies like artificial intelligence, automation, and machine learning widely across the marketing functionalities.
The application of AI and ML is closely tied to the personalization objectives for most marketers. In fact, almost 84% of digital marketing leaders believe that using such technologies can enhance the marketing operation’s capability to deliver personalized, real-time experiences to customers.
Basically, a vast majority of digital marketing leaders see bringing automation, efficiency, and scale into their marketing activities across channels as the supreme value of AI and ML tools. For organizations that do not leverage emerging technologies, trust remains a significant inhibitor to further widespread adoption.
Nevertheless, the trust barrier declines with the surged usage – whereas about 75% of the respondents piloting these technologies worry about trusting its implications. This is suggestive of a steep but progressive acceptance curve.
As a result, Gartner suggests the following strategies for marketing leaders to be considered in order to manage the personalization challenges efficiently –
Creating a personalization roadmap: It is crucial for organizations to develop an organizational framework that merges the emerging technologies deployment to strategic digital marketing objectives.
Leveraging existing technologies at first: Maximizing what can be achieved with personalization by using existing tools in combination with available data before committing to new technologies should be prioritized by marketers.
Focusing on change management: It is important to approach the implementation of advanced technologies in a change management context, accounting for the force they will bring to the organizational culture, given the current scenario.
In this context, Noah Elkin, vice president analyst at Gartner for Marketers practice explained – Marketing organizations “should focus on addressing longstanding personalization challenges by channeling their existing collection and use of customer data toward customer needs that align with business goals.”
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