Businesses that rely solely on technology run the risk of losing personal relationships with customers, argues data tech company, Teradata.
While marketing automation has been a boom for organisations seeking to communicate with high volumes of customers and prospects, it is now possible to do that on a more personal level, resulting in more meaningful interactions.
Simon Bowker, Teradata area director for the APAK Marketing Applications Division, said, “It’s never been more important to communicate with customers on their terms. Today’s consumers expect interactions that are personalised, relevant and right on time. The company that delivers timely, well-placed and relevant information wins.
“Businesses can’t afford to hide behind automation. To stay ahead of competitors they must use technology to personalise and humanise their marketing efforts. This means gathering data insights that help them to understand their customers’ favourite communication channels, buying habits, and relevant interactions.
“Having this information is vital to create messaging that speaks to their individual needs. Choosing the right message via the right channel at the right time will help companies get results.”