How to embrace hyper-personalization: Run towards itbut be empathetic and ethical [Video]

Don’t treat it as a marketing bolt-on, embrace the innovation and build trust through transparency and genuine value exchanges – leaders from Intent HQ, Fujitsu, OMD and Intelligent Enterprise Partners advise marketers how to bake AI-driven personalization into their acquisition, growth and retention strategies.

Forget personalized fizzy drink bottles, music recommendations or named emails, best practice hyper-personalization is about “automatically understanding your consumer and then reaching out to them with empathy, using the right technology”. That’s the advice of Jonathan Woolf, chief revenue officer at Intent HQ, speaking at The Drum Live.

It’s about using the full breadth of your first-party data and AI tools to identify behaviors and intent, to be able to market with relevancy. And it’s about understanding your customers ‘implicitly’, not just when they’re interacting with your brand. “You can deploy the smartest tech. But having a great understanding of likely consumer behaviors and consumer psychology …

Tags Advertising, Brand Management, Business Strategy, Strategies