Personalization was definitely the buzzword in the world of marketing in 2018 and we’re going to see

this trend become even more important over the next 12 months and beyond.

The way that consumers respond to and interact with marketing messages is changing. Traditional
marketing methods like media advertising and direct mail are no longer as effective as they once
were.

One of the reasons for this is, today’s consumers expect brands to tailor messages to their location,
demographics, or interests. Many will not engage with or even may ignore non-personalized
marketing.

A report by management consulting firm Accenture found that over 40% of consumers switched
brands due to a lack of trust and poor personalization in 2017. 43% are more likely to make
purchases from companies that personalize the customer experience.

At the same time, Gartner predicts that while 90% of brands will use some form of marketing
personalization by 2020, most will fail to produce optimally personalized content.

The answer to both improving personalization and producing more and better content is in AI. By
analyzing customer data, machine-learning algorithms enable marketers to offer a hyper-
personalized customer experience and optimize the content production process, as we’ll expand on
in the next point.