Individualization Is the New Personalization — AI Meets Content Marketing in 2018
Studies show that to personalize, content marketers have been using a variety of methods — 27 percent have a manual process, 40 percent use some automation with manual processes, 28 percent mostly automate the process with occasional manual intervention, and five percent use a completely automated process. But when major companies are creating over one million digital assets per year, on average, it is impossible for them to manually set up and consistently optimize content to individuals.
In 2018, advances in artificial intelligence and machine learning put the data and analytics in marketers’ hands that allows them to easily see — on an individualized, real-time basis — the content with which their audiences are engaging, as well as when and where. As such, brands will glean accurate trends and insights critical for implementing content marketing strategies based on customer identity and building one-to-one customer relationships.
Even more important, with such robust tools they will have an ability to adjust their content strategies on-the-fly to reach highly engaged, high value individuals. Gartner projects that by 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15 percent.
In 2018, deeper content intelligence will illuminate individual customer content preferences for marketers, and machine learning algorithms will ensure automated cross-channel distribution of content to those individuals is based on what they are most interested in — at the right time. Invariably, content campaign management will become extinct, replaced and guided by data-driven individualization that will also usher in a new era of more dynamic, effective and creative content production fueling an “always on” scalable content marketing strategy.
Steve Sachs is CEO of OneSpot. Previously, he was EVP consumer marketing and sales at the Time Inc. division of Time Warner. As Time Inc.’s chief consumer marketing officer, he had p&l responsibility for consumer revenue of 22 U.S. brands and led consumer digital strategy and distribution. He was a board member of Next Issue Media, the joint venture digital media company owned by Time Warner and four other major media companies.
Prior to that role, Steve was the president of the Time Inc. Lifestyle Group, which includes Real Simple, Cooking Light, MyRecipes and 5 other brands. Prior to that position, Steve was president of Real Simple, where he led the launch of the tv series Real Simple. Real Life. on TLC, as well as Real Simple-branded products sold at Target and Bed Bath and Beyond. Under Steve’s leadership, Real Simple was recognized as among the most innovative, successful media brands by Advertising Age, Adweek, and others.
Steve has been a advisor in Tech Stars New York and First Growth Venture Network. He is a member of the Board of Directors of The Texas Tribune, a nonpartisan, nonprofit media company based in Austin. He was previously on the Board of Trustees at BAM (Brooklyn Academy of Music.) Steve earned a BS in Economics from The University of Pennsylvania and an MBA from Stanford University.