If we take perhaps the most popular example, namely email marketing automation (which is often improperly synonymous with automation), we will discover that most of the advantages of automation have as their main objective the ability to simplify internal processes trying to bring results, often without taking into due account the overall experience lived by the customer.
By overall experience I mean the experience, ideally personalized, lived by the consumer across all touchpoints. If you want to delve deeper into this topic we suggest reading this article: marketing automation is list of australia consumer email not just email marketing automation . Now we are a step further but it is a reading that is worth doing! After all, the term automation, with its cold meaning, should have suggested something to us. Several researches carried out in recent years tell us how a personalized experience makes a huge difference in the perception of consumers.
“By 2018, organizations that have fully invested in all types of personalization will outsell companies that have not by 20%.”
Gartner , 2015
However , a personalized experience certainly does not mean acting with communications that are automated but have very little of the personalized.
Also because, in this sense, personalization does not only mean inserting a product that the user has recently seen on my site into the communication, but communicating to him taking into account, for example, whether he is already a customer of mine or not, whether he has purchased certain product categories or not, whether he lives near one of my stores or not. Personalizing the consumer experience means first of all taking all these factors into account. In partial defense of the market there is the fact that technologically it was not a simple thing to do and that, without the support of AI, all of this was quite complicated... but today there is a solution to this.
Talking about omnichannel marketing personalization of the experience also means taking into due consideration, aligning communications and intervening in real time on all the channels at our disposal, from the site to live chat, from social media to direct communications via email or text message, up to the interaction with the clerk inside the store.
