Marketer + Machine

Key Takeaways:

1. There are several challenges to doing email personalization repeatedly and at scale. Business-as-usual is not your friend -- when you get stuck in the day-to-day and can’t even get personalization set up, you never even give yourself a shot. Automation and tech is key to achieving the objective of mass personalization at scale. You can’t create one email with millions of variations by hand or manually. It has to be done in an automated way.
2. Timing is crucial if you want to increase engagement, as is relevant content based on each recipients data and behavior. Personalization for one-off emails or per campaign isn't enough  -- you can personalize every email! We're talking about more than "Hi, first name" or segmenting by, say, womenswear or menswear. An amazing way to "right-time" or "real-time" with one email (but multiple versions using content automation) is by using a technology called Open Time Content. This capability lets you create pods or sections in your email that update to the latest content at the moment the email is opened. These pods take the latest content from your CSS feeds, availability, or even inventory in real-time, automatically. With these campaigns, you only needs to set them up once. The content can then be personalized to a recipient's preferences, browse behavior, or context of their journey.
3. Where do you fall on the spectrum of marketers adopting and implementing personalization tactics? Are you leveraging your data to deliver personalized email experiences? Are you using tools that put AI to work for you so you can use all that data to deliver personalized experiences at scale? And HOW are you approaching personalization? Yes, personalized campaigns by situation and behavior are foundational -- but are you taking it to the next level and personalizing your content to the context of the recipient? How can you start thinking today about achieving greater levels of personalization tomorrow?

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/email-personalization-matt-hayes

Key Takeaways:

1. Understand context and the role of a particular piece of content at a particular time. Consider how a customer is feeling -- their state of mind -- at a particular time. It doesn't have to be highly creative... it can be utilitarian instead of crazy creative. This approach can be extremely effective in terms of understanding the job that needs to be done. Then, if you need extra creativity at certain touch points, that's where you'll have more time to shine.
2. Look at neuroscience techniques to understand brand purchase and shopping behavior. It comes down to reward minus pain. Manage the balance between anticipated reward versus likely pain (like price!). Think about how the brain receives content; it doesn't have a "brand" button. Most people don't think about marketing from this perspective during their day-to-day. Are you?
3. AI is not going to be as scary as nuclear weapons. But you should also remain mindful of how AI can help you in powerful ways. What affect will tech have on behavior change? How will AI help your bottom line and long-term advocacy? That's the job of tech and AI as the change of pace (things are speeding up) and stretched marketing teams are struggling to keep up.

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/behavioral-marketing-chris-pearce

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

Key Takeaways:

1. Reviews influence the vast majority of consumers' (89%, in fact) purchasing decision. That means it’s never been more important to manage your online reputation. Listening and engaging with what your customers are saying online can help you build trust and credibility, and improve your bottom line.
2. Health checks for retention: product consumption (how often are customers returning to buy again, how is the AOV changing, what's the frequency of their re-purchases?), service utilization (are customers using what they bought?), feedback (are customers talking about you, why don't they want to leave a review?), support escalations (what issues are being escalated and how are customers communicating inbound support issues?), and business outcomes
3. Consumers are trusting each other more and more -- they simply don't go to the brand, first. You're either transparent or you're not -- but consumers' voices will be heard. The question is how you want to manage it. Develop a consumer review collection strategy where you can get ahold of your feedback... good or bad.

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/customer-reviews-retention-brian-merritt

Key Takeaways:

1. Don’t believe the hype! AI, machine learning, data science, technology, and more, aren't even relevant if you’re not putting your customers at the center of your strategy. Do whatever it takes to serve THEM. Innovation, technology, and data is useless if it’s not being used to provide exceptional experiences for your customers.
   
2. Here we sit, at the beginning of 2019. As Parry alluded to, the truth is that likely not all that much will change by this time next year. You’ll likely start rolling out those strategies, working toward those goals, and implementing those tactics that you put together at the close of last year, but take a moment to think about what you want to change and what should change between now and a year from now. What does your balance look between data science and predictability AND innovation and shear creative thinking?
3. Those who ignore history are doomed to repeat it. So how are you breaking the mold? Are you learning from the past to make progress in the present, and to prepare for whatever the future holds?

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/role-of-artificial-intelligence-email-parry-malm

Description: 

Erin Azar, Global Product Manager, talks everything mobile, including what the future looks like with regard to in-app messaging, the ability to send messages and have them preserved in an inbox, and geo-location.

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/mobile-marketing-erin-azar

Key Takeaways:

1. It’s not just about who is on your  website, but why they are there. What’s their intent? AI and machine learning — plus readily-available online information — can help answer this question for new and existing customers, alike.
2. Consistent content personalization across all channels is something we hear a lot about lately. And for good reason. It’s what consumers crave and what all of us as marketers are (or should be) trying to deliver. This can be done — but it takes a different perspective about how data can be used. We need to use data to help us understand what a shopper is trying to achieve based on where they are, what device they’re using, when they’re shopping, and other characteristics.
3. Personalization changes with context, by situation, and over time. There is no one-size-fits-all approach to personalization. By its very nature, personalization is a real-time, fluid “thing.” It changes based on each individual consumer’s context and intent.

Full Shownotes:

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

Description: 

Bijan Bedroud, Chief Revenue Officer at Emarsys, joins the show to discuss how Emarsys' latest product release aligns with the marketing industry.

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/revolutionizing-marketing-bijan-bedroud

Description:

Our generation's foremost researcher and expert on technical artificial intelligence, Ashwin Ram of Google, joins the show following his Revolution presentation to discuss a modern application of AI in marketing. Listen now!

Full Shownotes:

• https://www.emarsys.com/en/resources/podcasts/artificial-intelligence-ashwin-ram

Description:

With typical marketing platforms, there's a gap between product capabilities and the customer's operational reality. At Emarsys, we're pre-populating a framework with tactics, strategies, and dashboards, while also opening up the architecture to allow the consumer to customize the platform in a way that works for them. Our goal is to help close the adoption gap by providing continuity between the customer's goal, strategy, and tactics.

Full Shownotes: 

• https://www.emarsys.com/en/resources/podcasts/marketing-tech-ben-norton