Get The Right Balance Between Personalisation And Marketing Automation

Despite all the advances in marketing analytics and technology, the availability of increasingly sophisticated tools for segmentation and targeting, and an ever-expanding array of communication channels, creating that essential, highly personalized connection between the customer and the brand still remains a distant dream for most marketers. More and more, marketers are turning to automation to better understand their audiences and, in turn, to design and deliver campaigns that resonate with the customer in a contextual, relevant way. The results of a 2019 survey on the state of marketing automation published in Social Media Today reported that 75 per cent of marketing teams employ automation tools. Customers too appreciate when brands use technology to create better experiences. The same survey report indicated that almost two-thirds of marketers are concerned that automation will lead to a dilution of personalization.