Marketer + Machine

Companies like IBM, Apple, Amazon, Facebook, and Google spearheaded what’s now become known as The Fourth Industrial Revolution — spurred by the evolution of artificial intelligence. 61% of marketers say artificial intelligence is the most important aspect of their data strategy.

In this episode, we introduce several ways AI is impacting the retail and e-commerce space, and ways that AI is changing the marketing game in general, including:

• Managing customer relationships
• Helping organizations do more with their data
• More testing and piloting of use cases for marketing

Make sure you also explore how AI can help predict dozens of marketing metrics and unlock new dimensions of your database - check out our white paper here: http://bit.ly/ai-whitepaper

1. Kath Pay, a Top 50 Email Marketing influencer — and arguably the foremost email marketing personalization expert in the world — joins the show to talk about email marketing.
2. As Kathwrote about, email delivers the goods. With more and more technology coming available — plus more intense pressure AND resource restraints — email marketers are more pressed and stressed than ever. But used to augment your strategy, technology plays a pivotal role and can help us use email at the core of our personalized marketing approaches.
3. By measuring the right things, focusing on the customer experience instead of campaign-driven goals, and using tech to enhance (not control), email marketers can regain control.

• https://www.emarsys.com/resources/podcasts/email-personalized-marketing-kath-pay/

Key Takeaways:

1. Personalization is about so much more than words — it's about the full experience you deliver to customers. It IS about the words, but also the visual experience through which that experience is created.
2. Personalized, visual experiences are about right time messages, delivering this content to the right contact or customer, and ensuring that content is suited, specifically, for the device they're using at that moment.
3. How might you be able to leverage augmented and virtual reality to enable consumers to fully experience your brand upon opening an email? By the way, email is more alive than ever before — and is rich with opportunity.

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/visual-experiences-vivek-sharma

1. As Jay explains, relevancy creates both time and attention. Marketers must understand that less is more — it’s about creating marketing that’s so good that people would pay for it.
2. Data and technology are available to all of us to deliver exceptional experiences. Eventually, every one of your competitors will have great technology. It’s up to us to differentiate ourselves in the only way we can — better strategy. It’s about the wizard (marketer); not the wand (the software or tech stack).
3. Personalization at scale has been the holy grail for a while, but being able to do it affordable has been the challenge. Now, we can get closer to being able to 1-to-1 marketing by relying on AI and machine learning. 

• https://www.emarsys.com/resources/podcasts/smart-marketing-about-help-not-hype-jay-baer/

1. Personify XP learns from visitors' behavior onsite and then uses this to give individually personalized experiences to your visitors in real time. Because it is based on onsite behavior it is effective even where there is little or no data on your visitors, allowing it to truly target anonymous and first time visitors.
2. How do we learn from our customer data in such a way as to create a personalized web experience? Especially for customers that we haven’t officially met yet?
3. Listen in as Ben and Joshua explain how, exactly, Personify XP is able to create a more relevant web experience for anonymous visitors with whom a brand has no sales history. 
   

• https://www.emarsys.com/resources/podcasts/personalization-anonymous-visitors-personify-xp/

As marketers, we’re well aware of the need to personalize our customer experiences. But with so many goals to hit, so many emails to get out the door, and so many campaigns to track, how do we actually do personalization? Where do we find the time to actually create the kinds of experiences that keep customers coming back? 

Listen in as Michael Becker, Digital Content Manager at Emarsys, guides you through conversations with a variety of marketing experts about personalization.

Hear how marketers are making personalization a priority and what steps we can take to do the same, in order to deliver an experience that turns one-time customers into lifetime customers.

1. Michael Doyle, Head of Marketing at City Beach, shares some common challenges that retail marketers face. Customers demand (and deserve) personalization – as consumers, we know this first-hand! But ad-hoc "batch and blast" techniques just don’t work. So how do you bridge the gap between personalization and the human’s capacity to collect data? Doyle discusses the challenges that he and his team faced as an old-school retailer trying to grow in the digital space and the role technology played in making their personalization dreams a reality.

• https://www.emarsys.com/en/resources/podcasts/city-beach-michael-doyle

1. Alexandra Simion, Head of Marketing at BrandAlley lets us in on some of the ways she and her team put the customer at heart of their marketing efforts – and the role technology plays in it all. As they approach their strategies and the tech that helps them execute, they always take time to step back to ask, “is this the right thing for our customers?” You have an opportunity to do the same thing.

• https://www.emarsys.com/en/resources/podcasts/brandalley-alexandra-simion 

1. First, you have to know every customer’s buying stage, which brands they have an affinity for, what they’ve bought in the past, and recent purchases, and then use the right tools that enable the kind of targeting that you want to do in alignment with your overarching goals.
2. Second, don’t shy away from the seemingly scary stuff. Data, AI, machine learning, voice, and even developing working partnerships with your IT team to bring it all together are a reality that needs to come to fruition if we are to truly advance, adopt, and adapt to the rapid pace of marketing today.
3. Third, lifecycle marketing can’t be overlooked. Don’t know where to begin? Start with customer journey mapping – even basic historical data like who you sold something to and what you sold them can tell you a lot. Then, when you’ve got the right tech, you can start to look at and act on things like propensity to buy, AOV, loyalty status, and more, bringing it all full circle.

• https://www.emarsys.com/en/resources/podcasts/customer-data-chelsea-mueller

Listen in as Michael Becker, Digital Content Manager at Emarsys, guides you through Emarsys' Revolution - a conference held in London with the brightest minds in marketing to discuss the strategies and tools they use to find success. 

As futuristic as some dynamic technology solutions sometimes sound, they’re not far off in the distance – they’re here now. Marketers are working to understand how they can be leveraged to help understand customers and deliver a great experience.

During these behind-the-scenes, exclusive on-site conversations, you'll learn how marketers are uncovering exciting new possibilities that help scale a human experience to customers and deliver results. 

Over the next several weeks, Michael will be diving into these conversations to help put customer success at the forefront of your marketing strategy and inspire you to understand your customer better in order to deliver an experience that keeps them coming back.