Here's how you can harness new technology to leverage personalized marketing.

Leveraging data insights can transform ordinary marketing campaigns into extraordinary ones. One approach I found works well is to organize communications by customer rather than by promotional campaign. This means we should use data insights to see if a user has never opened an email from us in 90 days of weekly emails, take them off our list - this reduces our chances of being reported as spam. This also means if a user has consistently been clicking on our digital ads, rather than send them another promotional email, we should have our sales team outreach to them with a white glove concierge experience. Remember, ultimately it's not about us, it's about them - our customers.

I use tools like AI pretty much all the time. It really comes in handy when I am working either alone or as a small team. It gives me more ability to function like a big team. The key is that I spend a lot of time training the various AI's to do things for a while, but when they are capable of taking on the task alone it is an amazing time saver. I look at training the AI much in the same manner as I do with a new employee, and it seems to work very well in both situations.

Leverage automation tools to streamline your marketing processes and deliver personalized experiences at scale. From email marketing automation to chatbots, these tools can help you engage with your audience more efficiently and effectively.

Why do manual tasks when you can automate them? Look at offloading repetitive tasks so you focus more on crafting compelling content and strategies. Think of automation as an ally that empowers you to deliver personalized experiences. Think of it as simple as sending a drip campaign after a webinar. My favourite email/automations tools - Brevo, Convert Kit, Beehivv.

Don't stop at marketing campaigns. Automate everything that involves repetitive tasks. Zapier offers a wealth of automation options that can make your life easier and help you focus on more strategic topics. Especially in the engine room of product marketing there is a lot of automation potential.

It also helps to improve customer experience by automating responses and interactions, businesses can provide timely and relevant information to customers, enhancing their overall experience. Automated workflows can ensure that customer inquiries and issues are addressed promptly.

I also like to use the ChatGPT audio chat feature when I'm not working. The best ideas always come to me when I'm a little distant from the task at hand, like when I'm jogging. Just open up ChatGPT (seamlessly over your headphones), play a round of idea ping-pong and have it all written down on a slide. When you get back to work, you can easily access the shared thoughts.

Recommendation Engines: Integrate AI-powered recommendation engines to suggest relevant products or content based on a customer's past behavior, browsing history, and purchase preferences. Predictive Analytics: Leverage AI for predictive analytics to anticipate customer needs and proactively deliver personalized offers or content that resonates with their individual interests.

Oh I use AI all the time, and was even a beta tester for Google Bard, now Gemini. I don't just ask it questions either or ask it to do things. I have been training it and correcting it when it doesn't do what I need it to do and encourage it to do better. Much like a new employee learning how to do their job. I don't expect it to automatically know how to do everything right the first time. However the more I have done this, the less mistakes have been made and honestly sometimes the end results are well past what I was expecting. Which to me is a really good thing to have happen. I see a lot of potential for these things in the future if they keep progressing the way they are and it doesn't become interfere during it's natural evolution

Location-Based Marketing: Utilize location-based marketing to deliver personalized messages or offers to customers based on their real-time location. This is particularly effective for brick-and-mortar stores or mobile apps. Dynamic Content: Implement dynamic content that adjusts based on a user's profile or browsing behavior. This allows you to personalize website content, landing pages, or email greetings in real-time.

Micro-Segmentation: Go beyond basic demographics. Utilize advanced segmentation techniques to create micro-segments based on specific customer behaviors, interests, or purchase history. This enables highly targeted and personalized content creation. Omnichannel Consistency: Ensure a consistent brand experience across all channels. Personalize content and messaging across email, social media, website, and even in-store interactions to create a seamless customer journey.

There is so much data available out there. Which created the situation where we can maximize personalization in ways we never could in over a century of Marketing. If I prefer Coke, I won't see commercials that I don't care about, and maybe I really like Diet, so all the ads that are properly customized will come to me for Diet Coke, and I won't see a lot for Pepsi or Regular Coke. I love seeing personalized emails that don't just had the generic subject line. When I saw one from "Liquid Death" water I actually signed up for emails because they entertained me and captured my attention. I also have a bunch that won't be opened. I think if it doesn't look like something you would like, then what makes you think it will work on the customer?

Transparency and Consent: Be transparent about how you collect and use customer data. Obtain explicit consent for personalization efforts and provide clear opt-out options. Data Security: Implement robust data security measures to protect customer information. Building trust is paramount in the age of personalization.

Data insights, Automation tools and Content personalization go hand in hand. You don’t need a transactional site if it isn’t relevant for your company but simply having a customer portal goes a long way. It simplifies the sales communication process - removing unnecessary manual interaction and making it fluid for the customer, while allowing your business to collect valuable customer insights that can translate to more personalized experiences. A great way to build on brand equity.

Ethical AI: Ensure your AI-powered personalization tools are unbiased and avoid discriminatory practices. Responsible use of technology is crucial for building long-term customer relationships. Human Touch Matters: Don't let technology replace human interaction. Personalization should enhance the customer experience, not replace genuine customer service interactions. Testing and Refinement: Continuously test and refine your personalization strategies. Track results, gather customer feedback, and iterate your approach to ensure it delivers the desired impact.