Customers want to be targeted with an individual approach, and automation technology can help marketers achieve this if used properly.
Let’s call it the new form of mass marketing. What we do today is reach individuals at scale. People expect to be treated like people, not anonymous buyers. This shift in consumer expectations requires an overhaul of customer messaging. It’s not just a content challenge – although there is a lot of good old-fashioned brand strategy involved here, it starts with a segmentation challenge. Our segmentation strategies create the language for interpreting and addressing customers’ needs.