Hand picked articles, resources, tools, and conversation from around the world of marketing technology. #martech
Personalization is one of the key tools for marketers today, but when does personalization go from making the customer feel appreciated to making him feel creeped out? And, how do you know where that line is?
In this week’s first article, Marketingland lists some interesting statistics about personalization including that 75% of customers feel somewhat creeped out by personalized brand experiences and 22% would look for a less creepy brand. One way to avoid giving customers that creepy feeling is to better appreciate the data that marketers can use for personalizing and the second article focuses on those data types.
This week’s other highlights include articles on marketing consumer products, an early 2019 marketing trends forecast and an insightful thought piece on the impact of robots on marketing operations.
“Amazon is viewed as both a brand and a retail platform, and so has access to both brand marketing and shopper marketing dollars,” said former Amazon executive and founder of ad platform Downstream Connor Folley
Forrester’s Le Clair predicted that combining RPA with AI building blocks like chatbots and text analytics will open up more marketing use cases to generate new revenue and improve the customer experience.
Keith Johnston, Forrester vice president and research director serving CMOs, and coauthor of the report, told The Drum that with the ubiquity of digital technologies, there needs to more differentiation in the marketplace, and that starts with branding.