1 PERSONALISATION
We have probably all experienced the pleasant feeling that comes with someone remembering something you said a while back. When a brand personalises a marketing message it can elicit a similar feeling in a customer, making them more likely to want to interact with that brand again, as long as it is referring to information the individual consented to sharing.
In many areas businesses are utilising MarTech tools to personalise communications so the effort feels authentic. But how do MarTech tools help brands achieve this?
Sean Duca, Palo Alto Networks Vice President and Regional Chief Security Officer Asia Pacific and Japan, says personalisation and privacy are inherently mutually exclusive.
“The challenge in MarTech is that consumers are demanding greater privacy and anonymity online while also craving personalisation.”
He says as the use of AI increases and enables natural language chatbots, consumers will become more comfortable sharing information with them.
“This approach can provide the personalisation that consumers are wanting while respecting their privacy at the same time. I think we’ll see greater investment in natural language technology to further drive personalisation at scale.
“AI will be
