Era of Hyper-Personalization

Hyper-personalization requires a deep understanding of each individual customer. Companies need to map out the typical customer journey, from initial awareness to purchase and beyond, documenting each touchpoint. This critical exercise then enables the next step: leveraging technology to orchestrate personalization. The goal is to automate relevant and timely interactions across channels based on an individual’s needs, interests, and behaviors. This level of personalization requires brands to have a unified view of the customer, seamless data integration, and integrated AI logic.

Customer Touchpoints Multiplied

The channels companies have to manage to be able to deliver a seamless omnichannel experience continue to expand. TikTok, messaging apps, the metaverse, and more represent new frontiers for engagement. Brands face a new challenge of integrating and coordinating experiences across exponentially more touchpoints.

Experiential Advertising

As virtual and augmented reality, digital, and even in-store experiences become more immersive, brands have an opportunity to integrate their products and services directly into new environments. Future marketing will focus on creating highly personalized and interactive experiences.

Empathetic Marketing

Tech expands possibilities, but brands can’t lose sight of their customers’ diverse needs. Inclusive design practices allow brands to connect authentically worldwide. From real-time translation to voice interfaces, brands must continue to humanize marketing amidst automation.