We have moved from systems of record to systems of intelligence, to systems of engagement. Technology has enabled us to digest huge amounts of data and helped us to embrace those insights, proactively understand the customer's concerns, and engage with them better.
Though it is not meant to make personalization creepier but to be utilized
📢 to understand the customer's need, be relevant, and provide value depending on their context.
📢 to find a better way to stay connected with the right customer, at the right time, in the right channel across the customer journey.
Know the customer, their business, what they do, what is important to them, what are their strategic imperatives, how they drive revenue. The more you know them, the more you can become part of the solution. Doing marketing for communication or execution sake is outdated, do it to support positive business outcomes.