The regulation has been the catalyst for new concerns around how companies are using our personal information, and there is heightened awareness around how anonymous third-party data cookies are tracking us around the internet. In a post-GDPR world, sensitivity to intrusive online ads has never been so strong. Imagine going into H&M and someone walking up to you to sell a Primark T-shirt. It wouldn't feel right, but that's exactly what ad space is doing. You could be on a travel website and another completely different company, with no affiliation, not only knows that you've been there but that you've made a purchase.
What does the concept of artificial intelligence (AI) conjure up in the mind of the consumer? Will our children be replaced by fun-loving androids as the eponymous 2001 Steven Spielberg film A.I. suggests? Or perhaps grown adults will suddenly be replaced by robots in the workplace? While all of that may seem a little far-fetched, in reality, AI is already integral to many consumers' daily lives – in the form of image and voice recognition on mobile devices; personalised viewing suggestions on streaming platforms such as Amazon Video or Netflix; or voice interaction/recognition analysis incorporated into search engines such as Google. AI has also gained recognition in the healthcare sector – machine learning applications that have the potential to assist hospital staff in routine tasks such as keeping a patient's treatment records up to date are being tested and the voice-controlled Amazon Echo device, Alexa, can assist patients at home with tasks such as reminding them to take medication or arranging a GP appointment.
New Roles "Brands that are leveraging data science today are largely forced to do the heavy lifting themselves. That will change in 2018 - we'll have tools that won't just manage analysis; they'll also prescriptively recommend and execute the best course of action based on a marketer's desired outcome. Not only will the technology actually deliver on those promises, it will also be broadly accessible to all growth-oriented ecommerce brands. Roles that are nearly entirely dedicated to operating software, for example, will start to be phased out - both in house and across the broader services industry. Marketers will be forced into - or more accurately, will finally be able to experience - roles that are increasingly strategic, creative, and above everything else: customer experience oriented."
AI-driven personalised marketing holds the key to winning and retaining consumers in the digital age. The formula to acquire customers in today's hyper-connected online and offline communication ecosystem, can be summarised through the following phrase: "right audience, right channel, right time." Moreover, this phrase even encapsulates what personalised marketing is all about. Simply put, it is the art of creating and delivering communication tailored according to each individual consumer's preferences. Fundamentally, personalised marketing is the process of communicating the different value of the same product or service to various consumer segments, be it students, working professionals, millennials, middle-aged consumers, digital or offline consumers, etc.