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These stats shouldn’t surprise. They reflect what
happens when business automates traditional market-
ing. It may be easy and inexpensive to batch and blast
emails and mobile push notifications to wider and
wider audiences. But scaling mediocrity means risking
disruption. Instead, brands should invest in one-to-one
personalization models, which make up for flat conver-
sions by increasing volume and reach. Even in the best
of cases, it brings the right message to a lot of the wrong
people often in the wrong channels at the wrong time.
While it may have worked for years, its fading
effect is now only accelerating. Consumers have
suffered enough heedless experiences. When
modern businesses ignore customers’ telltale
signals, they show entrepreneurs and investors their
weak spot, encouraging their own disruption.
A business or brand cannot open new doors without
doing new things. Growth is stunted when businesses
do not prioritize intelligent, integrated platforms to
facilitate one-to-one personalization in the channels,
moments, and ways that matter. Relying on intelli-
gent, integrated platforms nurture experiences that
energize customer acquisition and retention.
Automation can be a crutch for lackluster marketing.
Intelligent engagement is the remedy. To compete for
the future, thwart disruption, and continue to disrupt,
successful strategies require a systematic and decisive
focus on experience design that puts shifting customer
preferences and behaviors at the center of everything.
By engaging customers in the moments that matter
in the ways that matter, brands evolve from the old
way of doing things to become relevant today via
new means. Modern commerce brands, however,
also relentlessly strive to deliver hyper-personaliza-
tion using a combination of next-gen technology and
human engagement to further set the bar higher for
“new-new” approaches. This transforms the concept of
scale from one-to-many to that of engaging an audience
of one, where each customer feels unique and valued.
Traditional companies lean on old ways of customer
engagement via aging communication processes, such
as traditional snail mail and batch and blast email. While
disruptors also rely on snail mail and email, they also have
invested in mobile communications. Even the new still
haven’t mastered effective, cross-channel, one-to-one
personalized engagement. Often mobile communication
is limited to dumb push notifications. Email and mobile
are largely fragmented with different platforms and
teams for each. Adding to the negative experience, these
communications lack dynamic content and AI smarts.
New-new disruptors factor in the human quotient. They
not only embrace one-to-one personalization, but they
have invested in AI platforms and teams to support
personalized, right-time, right-place, right-message
dynamic engagement in the moments that matter at scale.
CHAPTER 4 Even Disruptors Can Be Disrupted