Reach Marketing is sponsoring FUSE: The Convergence of Technology & Media, which will be held in Philadelphia on September 12-14.
Greg Grdodian, CEO, Reach MarketingGreg Grdodian, CEO of marketing solutions provider Reach Marketing, believes that the future of audience development will be shaped by the expansion of real-time personalization and artificial intelligence. He says that these two technologies will enable publishers to create personalized experiences for consumers and offer content that is hyper-aligned to individuals’ interests.
In the following Q&A, Grdodian explains how publishers can tap into and monetize personalization.
Learn more about FUSE here.
What are the most important marketing technologies shaping the media business today?
I think that marketing automation is without a doubt the most influential tool for any business because it can do so much. Marketing automation connects the data dots through an automated system versus what most companies are still mired in, which is identifying opportunities manually in siloed databases.
Automation allows you to centralize your data and utilize that intel to take an action or schedule an action. It is improving the ability for businesses to engage with their customers and take behavioral cues, not just static information like their title, industry, or size. Publishers can serve readers content based on their interests and behaviors and treat them as an individual. That’s really important as more consumers come to expect personalized experiences in all types of media.
What emerging technology do you anticipate will have a big impact on the media business in the near future?
I think real-time personalization and artificial intelligence are the big technologies. Everyone wants that individualized experience. And both of those technologies will help publishers get there and maximize every engagement.With real-time personalization, you have the ability to at that moment to deliver a different experience to someone who is visiting your site or reading your email, based on their previous behavior or demographic data. I think that’s going to become way more mainstream.I think Artificial Intelligence or machine learning will grow too, anticipating what the reader will be most interested in and serving that content in a real-time manner.
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Source: The Future of Marketing Will Be Built on Personalization & Artificial Intelligence – Publishing Executive