Why does Marketing want to get personalized?
Each one of your customers is unique.
Each one of your customers will respond positively (or not) to a specific set of triggers or stimuli, at a specific time.
Each one of your customers has its own expectations.
Each one of your customers is driven by their own personal history.
These specificities go beyond socio-demographical criteria and tap directly into the human nature. And this is exactly when, very often, Marketing is associated with Psychology.
In an article for Fast Company, Robert Rosenthal notes, “The vast majority of marketers aren’t psychologists. But many successful marketers regularly employ psychology in appealing to consumers. Smart, skillful, honest marketers use psychology legally, ethically and respectfully to attract and engage consumers, and compel them to buy.”
Despite its interest, this approach usually keeps addressing people as a group, segments and sub-segments with correlations and resemblance, instead of taking each individual one by one. Psychology in Marketing does not allow to drill down to the individual level in an industrialized, scalable and effective approach.
To fill the gap today and unleash the power of one-to-one and Personalized Marketing, there is Artificial Intelligence.
Artificial Intelligence can be considered as the Psychologist at the Marketers’ fingertips.
It can help you understand each one of your customers and address them individually.
But what will you do with that? How will you activate the power of Artificial Intelligence over your data to truly leverage personalized marketing? Which actions will you implement to reach that goal? And what truly is Personalized Marketing? We’ll discuss this – and more – on this blog. Stay tuned…