In my recent article, I introduced the concept of powering lifetime connections and shared the first of three stages – getting to know the customer. Here, I’ll discuss the second stage: creating a plan for ongoing dialogue. Marketers are often laser-focused on acquiring and onboarding new customers. While intentions are to communicate to them on a regular cadence throughout the customer lifecycle, oftentimes, marketers don’t establish a plan or follow-through on the plan that was created.
Machine learning is a highly talked about topic. Amidst all this noise, it’s important to understand the meaning and relevance of machine learning to marketing and how it helps to enhance customer engagement, and do it at scale. Machine learning can be defined as an application of artificial intelligence that provides systems the ability to automatically learn and improve from the experience (without explicitly being programmed to do so). The benefit to marketers is that it helps them to collect and process massive amounts of data, enabling them to better get to know their customers in real-time, and act in milliseconds to provide relevant offers creating a personalized and engaging experience. And more marketers are adapting machine learning into their marketing programs. 48 percent of companies plan to use machine learning to gain a greater competitive advantage.
The Internet of Things (IoT) has shifted from a trend to something all marketers need to consider.