Get the most important digital marketing news each day.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.

Personalization & machine learning in 2018: From comms to content

Columnist Blaise Lucey discusses how marketers will need to look toward machine learning and data in 2018 to help them connect with their audiences.

Blaise Lucey on January 4, 2018 at 2:51 pm

In a saturated digital landscape where brand blindness is the norm and people see more offers and content in a day than they can even remember, marketers have their work cut out for them. But if there’s one common solution, it’s content so relevant that it’s impossible to ignore.

Personalization has been an agenda item for marketers for years, but it’s not easy to achieve. Sure, you can build personas and create marketing campaigns for them. But, as appealing as “Marketer Mark” and “Social Sally” can be in planning meetings, they’re still far too broad to effectively represent an individual’s journey.

We’re reaching a point where personalization at the individual level is the only way to resonate with an audience, whether that means a unique offer, a unique experience or a unique message.

In an IDC White Paper, sponsored by my employer, Criteo, and called “Can Machines be Creative? How Technology is Transforming Marketing Personalization and Relevance,” analyst Gerry Brown dug into the top ways marketers were trying to create personalized experiences.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Blaise Lucey

Blaise Lucey is Senior Manager, Content Marketing at Criteo. Having worked both on the agency and brand side, he has built content programs from the ground up for Fortune 500 companies and start-ups alike and is passionate about bringing great content to life.