A lack of artificial intelligence and machine learning (AI/ML) usage in digital marketing is causing a significant issue for marketers looking to deliver personalized experiences to customers, according to Gartner. In its new report, the analyst firm revealed that almost two-thirds (63%) of digital marketers are struggling with this issue.
To address personalization challenges, Gartner says, digital marketing leaders focused on strategy and execution should consider the following:
- Create a Personalization Road map: Develop an organizational framework that ties the deployment of emerging technologies to strategic digital marketing objectives. Factor in near-term costs and longer-term ROI projections as well as quantifiable impacts on the digital experience.
- Leverage Existing Technologies First: Maximize what can be achieved with personalization by leveraging existing tools in conjunction with available data and content before committing to new technologies. Marketing organizations should use AI and ML tools to mature their efforts by driving greater relevance in marketing engagement and increasing influence over customer behavior.
- Focus on Change Management: Approach the implementation of AI/ML technologies within a change management context, accounting for the impact they will bring to the organizational culture. Factor in staffing and training needs to build trust and bring the new technologies to life.