Publication:

New Zealand Marketing - 2021-09-23

Data:

UBER-PERSONALISATION: A LOOK TO THE FUTURE

Feature

The line between the ‘real’ world and the digital one is growing ever fuzzier. Smart phones, smart wallets, smart homes, smart cars and highly connected public spaces are changing the way marketers reach audiences. We’re seeing big shifts in technology that will help marketers reach their audiences more effectively in the coming years. Sensor technology – and the Internet of Things in general – connects users’ devices to the world, whether at home, out and about, or in store, creating highly targeted customer experiences, and opportunity for digitally savvy marketers. Geo-fencing – real- time location- based marketing using geolocation data to target users in a certain area – lets marketers send push notifications when customers are near stores, and offer them deals as they walk in the door. Artificial Intelligence (AI) will help manage these customer journeys, offering highly specific product recommendations to customers and predicting their needs ahead of time. For marketers, AI technologies support sophisticated predictive analytics and help improve the ad-buying process through detailed conversion and acquisition data analytics. Such technologies will also provide the natural language processing for chatbots, and help organise information such as a customers’ purchase history, recommending new products and even creating personalised sales content for would- be customers. This might be a discussion for next issue…

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