Digital Marketing, from personalisation to Artificial Intelligence

When I started at O&M in 2004, I was working for an IT client. The split between offline advertising and online activities was 80% / 20%. By 2007, it was the opposite. With the rise of online, we started the long race of personalisation; digital marketing helped us to adapt the way we communicate on brands. We could segment better and send more specific communication for a lower budget! The ability to precisely measure the efficiency of digital marketing allowed us to start A/B testing and answer the crucial question: ‘Does the customer prefer a green call-to-action button or a red one?’. What looked like details proved to be key success factors. But that was not enough, we needed to talk directly to the customer.

Continue reading