Crossing the chasm: From campaigns to always-on marketing
Do your campaigns interrupt and distract, rather than add value? The concept of one-to-one marketing is now achievable through real-time AI and can lead to increased engagement, response rates, and customer satisfaction. But there are three things you need to change to make this happen:
- Move from one-to-many segmentation to a one-to-one customer approach.
- Move from channel and product-driven targeting to a central decision authority.
- Move from scheduled push campaigns to an always-on model that continuously engages customers during their “moments of need.”