Given that marketing strategies are only as good as the technology stacks powering them, practitioners are relying on a comprehensive portfolio of platforms to reach the levels of relevant personalization buyers demand.
Specifically, Goldstein and ResellerRatings’ Kay explained that their companies’ tech stacks include:
Additionally, Methananda mentioned the increasing popularity of direct mail over the past couple years, and recommended organizations consider incorporating a gifting platform into their stacks.
“During the Covid-19 pandemic, direct mail started to be really popular,” explained Methananda. “You’ll see growth in platforms that allow personalization at scale. In particular, Alyce essentially enables people to choose their own swag based on their interests, and it has built-in intelligence.”
All those technologies generate large amounts of disparate data, and it’s not realistic for marketing teams to attempt to analyze the data to draw conclusions. That’s where automation, predictive analytics and AI come into play, as machine learning capabilities can analyze large sets of data to identify potential next-best actions.
AI and automation utilize data and adjust it based on new interactions, predicting user behavior more reliably so that marketing campaigns become smarter as they scale with more channels and customer engagement,” said Goldstein. “Marketers are enabled to make informed decisions with more precision when given the ability to predict what types of customers engage with what content and when, with a probability to convert. AI, automation and predictive learning enable more efficient audience segmentation and campaign optimization, enabling marketers to provide individuals with unique optimized content, creating an elevated and customized user experience (UX).
