This post was created in partnership with Fetch
Key takeaways
Table of Contents
- In the age of AI, personalization and tailored messaging have become table stakes.
- To keep pace with culture, marketers and advertisers must rethink their workflow.
- Brands shouldn’t expect loyalty from customers if they don’t practice it themselves.
Pairing verified purchase data with AI innovation can be a potent combination, helping brands and agencies plan, personalize, and stay nimble. The end result: greater performance at checkout.
During an ADWEEK House Advertising HQ Group Chat, co-hosted with Fetch, industry leaders dug into the shift from impressions to outcomes, how customization and incentives can fuel loyalty, and the internal operating changes needed to act on insights in real time.
Personalization with purpose
Fetch’s senior partner director of agency, Zoe O’Neill, opened the discussion by calling out the necessity of hyper-personalized experiences to drive loyalty from today’s shoppers. She noted how increasingly sophisticated AI products are allowing brands to leverage their data to tailor messaging at a level they’ve never seen before. “Personalization is table stakes at this point—but personalization with purpose and relevance is really where we’re going and what AI enables us to do even better,” O’Neill said.
Amie Owen, global chief commerce officer at IPG Mediabrands, seconded that view, adding that advances in AI are allowing brands to offer individualized marketing opportunities that simply weren’t possible in the past. “We tried 10 years ago and it just did not work—the technology wasn’t there, the data wasn’t there,” she shared, noting that the current ability to look at a shopper’s journey from start to finish has major impacts on shrinking the funnel.
The pandemic has only accelerated ecommerce’s centrality, allowing companies armed with today’s tools to collect and act on digital consumer signals faster. O’Neill shared that Fetch, for example, now has visibility into $179 billion in annual gross merchandise value (GMV). It’s consumer data that marketers can better tap into as AI capabilities evolve.