Digital Marketing, from personalisation to Artificial Intelligence

When I started at O&M in 2004, I was working for an IT client. The split between offline advertising and online activities was 80% / 20%. By 2007, it was the opposite. With the rise of online, we started the long race of personalisation; digital marketing helped us to adapt the way we communicate on brands. We could segment better and send more specific communication for a lower budget!