The power of personalisation and AI in marketing technology

AI in personalisation

In the dynamic world of marketing, the quest for more personalised customer experiences has become a strategic imperative. This post delves into the insights provided by Rasmus Houlind, Agillic’s CXO and author of ‘Hello $Firstname: Profiting from Personalization’, as he explores the intricacies of personalisation and the game-changing role of artificial intelligence (AI).

To hear the full interview, listen to the podcast with Marketing Guys below.

The spectrum of personalisation

At the core of Rasmus Houlind’s perspective is the acknowledgement that personalisation comes in various forms. From paid media campaigns to email marketing, from product recommendations to web personalisation, these diverse avenues cater to distinct aspects of delivering tailored content to individual customers. 

As Rasmus aptly notes, “The definition of personalisation has to be wide enough to encompass all these ways of working with it, but then we need a practitioner’s view that is more detailed and nuanced on these three different forms of personalisation.”

Understanding web personalisation

While personalisation is multifaceted, web personalisation stands out as a crucial area where marketers can leverage AI tools for enhancing customer experiences. 

But it’s much more than just recommending products. Marketers can manipulate data collected during web visits to tailor product categories, rankings, and even messages to suit individual preferences. 

This approach holds immense potential for online retailers seeking to optimise product discovery and engagement.

Personalisation in marketing technology

Despite personalisation being a buzzword in the marketing world, Rasmus emphasises that it’s not a one-size-fits-all concept. 

He defines personalisation as “creating more personalised customer experiences that cater to their unique preferences and needs.” 

In a world inundated with content and advertisements, personalisation helps businesses stand out by offering relevant and tailored messaging.

Rasmus categorises personalisation into three main forms: outbound campaigns, marketing automation, and website or app personalisation. Each form involves delivering customised content to various touchpoints in the customer journey.

Crafting an effective MarTech stack

In addressing the practicality of implementing personalisation strategies, Rasmus provides insights into the recommended MarTech (Marketing Technology) stack for different-sized companies. 

He acknowledges that for small businesses, simplicity is key, and tools like product recommendation systems integrated with platforms like Shopify can provide a solid starting point.

And he admits that personalisation can seem daunting, especially for smaller companies with limited resources. However, he recommends starting with a few key steps. 

Firstly, focusing on outbound campaigns that target specific customer segments based on behaviour and preferences. Secondly, utilising marketing automation to nurture leads and engage customers at different stages of the buying journey.

For companies with more mature marketing technology stacks, Rasmus suggests exploring customer data platforms (CDPs) to centralise insights and improve data-driven decision-making. Additionally, investing in central content platforms can facilitate seamless omnichannel messaging by ensuring consistent and relevant content distribution.

And as personalisation evolves, having a centralised customer data platform and content platform will become increasingly important to ensure a consistent and effective approach.

The role of AI in personalisation

Artificial Intelligence (AI) is already playing a pivotal role in achieving effective personalisation. AI assists in analysing customer data, identifying patterns, and generating insights that guide personalisation efforts. AI-driven algorithms can enhance the presentation of product recommendations, optimise website content, and even help select the right audience for targeted ads.

According to Rasmus, AI is evolving to handle more intricate tasks. 

He notes, “What AI hasn’t been helping you with up until now is creating the messages. But now with the advent of generative AI, we can scale better this final part of personalisation.” Generative AI can assist in crafting compelling messages and copy that resonate with individual customers.

Striking the balance between AI and human oversight

While AI contributes significantly to personalisation, Rasmus emphasises the importance of human oversight. 

He compares the role of AI in marketing to self-driving cars, stating, “We’re getting very close and it’s almost good, but we’re also a bit afraid to let it run by itself.” Human supervision ensures that the AI-generated content aligns with brand messaging and ethical considerations.

Rasmus continues, “I believe AI will play a pivotal role in scaling personalisation efforts. AI-powered generative systems can assist in creating personalised content, making it easier to deliver tailored messages and recommendations. While AI will become more sophisticated, human supervision will still be essential to ensure the quality and relevance of the content being generated. The future holds great promise for even more effective and dynamic personalised marketing experiences.”

A bright future for personalisation

As marketing technology continues to evolve, personalisation remains a powerful strategy for building meaningful customer relationships. Rasmus Houlind’s insights emphasise the diverse forms of personalisation and the pivotal role AI plays in enhancing these efforts. 

Personalisation, once deemed a complex endeavour, is becoming increasingly accessible and efficient through the integration of technology and AI. Rasmus Houlind’s insights provide a glimpse into the potential of personalisation to transform marketing strategies and elevate customer experiences in the digital age. With the right tools and strategies in place, businesses of all sizes can harness the power of personalisation to foster lasting customer relationships and drive growth.

How strong is your marketing personalisation model? 

Click here for your free copy of ‘Hello Firstname: Profiting from Personalization’ to see how to do personalisation right (and avoid overwhelming your customers).


Abbreviated podcast transcript

Welcome to a new episode of the Marketing Technology Podcast. Today we have a special guest, Rasmus Houlind. Rasmus is the founder of the Omnichannel Institute and serves as the Chief Experience Officer at Agilic, a marketing automation software company. He’s also an author, and we’re excited to talk about his new book, “Hello, FirstName,” which focuses on personalisation in MarTech.

Rasmus, in your view, what exactly is personalisation in the context of marketing?

That’s a great question. Personalisation can take different forms, depending on the context. For instance, advertisers working on campaigns personalise content to reach specific audiences. Email marketers personalise messages for different segments. Product recommendation systems personalise website experiences. These are all forms of personalisation, and it’s important to understand the various ways it can be applied effectively.

You mentioned different approaches to personalisation. How do you recommend small and mid-sized businesses get started with personalisation efforts?

For smaller businesses, starting with product recommendations can be effective. This involves using data from user behaviour on your website to present relevant products or content. If you’re using platforms like Shopify, many tools offer out-of-the-box integrations for product recommendations. However, it’s also crucial to focus on optimising the overall user experience on your website before diving deeply into personalised content.

When it comes to personalisation, many marketers worry about the workload it might entail. Do you believe AI can help alleviate this concern?

Absolutely. AI is already assisting marketers in personalisation efforts. For instance, AI can help with ranking product recommendations, optimising ad targeting, and even generating content. While it might not fully replace human input, AI can significantly speed up the process and enhance accuracy in creating personalised experiences.

Can you share any insights on the types of tools or platforms that marketers can leverage for successful personalisation?

For marketers starting out, tools that focus on product recommendations can be beneficial. There are platforms like Anyword for content generation and other marketing automation systems like HubSpot, Marketo, and Salesforce that offer personalisation features. As personalisation evolves, having a centralised customer data platform and content platform will become increasingly important to ensure a consistent and effective approach.

Where do you see the future of personalisation and AI heading in the marketing technology landscape?

I believe AI will play a pivotal role in scaling personalisation efforts. AI-powered generative systems can assist in creating personalised content, making it easier to deliver tailored messages and recommendations. While AI will become more sophisticated, human supervision will still be essential to ensure the quality and relevance of the content being generated. The future holds great promise for even more effective and dynamic personalised marketing experiences.