From text and images to video and avatars, artificial intelligence has become the superpower that allows organizations to produce content in bulk and assemble elements in infinite combinations. But the ability to quickly churn out multiple campaigns is an empty victory if messaging and marketing fail to treat people as individuals.
Personalization unlocks growth potential, but delivering the right message to the right customer in the right context largely relies today on rigid rules-based approaches that obey logic at a time when consumer behavior has never been more changeable. “People are unpredictable, and their journeys and decisions are non-linear,” Sam Richardson, customer engagement consultant at Twilio, told Marketing Tech in an interview. In her view, it’s “time to ditch the old demographic customer segmentation methods and models.”
Twilio’s State of Personalization Report 2023 lays out the data to back up the insight. Nearly half (48%) of marketers surveyed in the report question the value of traditional customer segmentation. Instead, they are shifting the focus and budget to more fluid approaches to optimizing how they segment and serve their customers. (The report, detailed in this article by fellow Forbes contributor Daniel Newman, underlines the pivotal role of personalization in a strategy to drive customer loyalty and increase LTV.)
Read the full article on Forbes.