Just because personalization is dead, it doesn’t mean generic is the way to go. It’s about rethinking what we were taught about personalization in terms of relevance. Relevance happens when serving visitors unique marketing experiences that match their needs, preferences, and expectations. It’s not just based on what they’re searching for or what they’ve already told you—but based on behavioral and predictive data. Many of the biggest companies today already get that distinction.
Look at how Netflix does it, for instance. They’re not serving up the same lukewarm recommendations with your name attached, they use AI to promote the latest, most relevant content for each and every customer—saving the company $1 billion a year. Tamara Grominsky, Chief Strategy Officer, Unbounce The future is here, and right now AI is the reality of marketing. A year or two ago it was very aspirational, with big companies like Facebook, Google, and Amazon spearheading it and reaping great rewards from it. Now marketers and businesses of all sizes are getting a competitive advantage by adding AI to their marketing toolkit. It’s simple, the marketers who buy email list aren’t embracing this new perspective are going to be left behind. — Tamara Grominsky, Chief Strategy Officer, Unbounce It’s about providing directions before users ask for them.
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Anticipating the next thing a customer would want to buy based not only on the last thing they bought but who they are, and what kind of interactions they prefer. That’s not personalization. It’s relevance, and it’s a game-changer. A Note on AI Scepticism There’s no silver bullet when it comes to marketing. Although there are methods like conversion intelligence that can make the job much easier and effective, it might not be for everyone.