Crossing the chasm: From campaigns to always-on marketing

Do your campaigns interrupt and distract, rather than add value? The concept of one-to-one marketing is now achievable through real-time AI and can lead to increased engagement, response rates, and customer satisfaction. But there are three things you need to change to make this happen:

• Move from one-to-many segmentation to a one-to-one customer approach.
• Move from channel and product-driven targeting to a central decision authority.
• Move from scheduled push campaigns to an always-on model that continuously engages customers during their “moments of need.”

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