Companies are investing heavily in customer data hubs and integration strategies to build a full, 360-degree view of every customer. At the same time, marketing clouds are becoming more connected – enabling marketers to orchestrate their customers’ experiences in one place, across all channels.
However, as marketers work to map more complex and in-depth customer journeys, they tend to discover a scaling issue with these approaches: the more experiences, sub-segments, and models you optimize for, the more complex the entire orchestration process becomes. Ironically, this can lead to more manual work, where marketers need to create new content and copy, and manually run more campaigns. What is needed is an approach that can automate the thousands of decisions around a customer’s journey, the experience they should be exposed to, and the content that enables this.
This is a paradigm shift for many organizations, and marketers will need new tools to manage the plethora of journeys. Our vision for this is through the use of AI-driven customer journeys.