Personalized Marketing: How Movable Ink Delivers with AI and Automation
Hosted by Camille Morhardt, this episode of InTechnology explores the ever-changing digital marketing landscape, and how AI is not just evolving but exploding within the industry. Joined with her is co-host John Gildea, Investment Director at Intel Capital, and special guest, Vivek Sharma, the visionary co-founder and CEO of Movable Ink.
The Evolution of Digital Marketing
Movable Ink is at the forefront of a significant shift in digital marketing, leveraging AI and automation to personalize every customer engagement across multiple channels. But to truly appreciate the impact of these advancements, it's essential to understand the journey of digital marketing.
In the 90s, digital marketing was primarily about database marketing—getting customer files online for easy access. The 2000s saw the rise of channel-specific platforms, with email marketing becoming a primary focus. Companies like CheetahMail and ExactTarget helped major brands deliver emails effectively. By the 2010s, the emphasis shifted to data platforms, aiming for a 360-degree view of the customer through Customer Data Platforms (CDPs) and data warehouses.
The Age of AI in Marketing
However, as Vivek Sharma explains on the podcast, the industry is now entering a new era—the age of AI. Traditional marketing practices often involve a complex, time-consuming process to plan and execute campaigns. Marketers find themselves bogged down by the mechanics of segmenting audiences and selecting promotions, leading to frustration and disengagement from customers.
AI and automation are set to change this. Intelligent systems can now understand each customer’s preferences and behaviors, delivering personalized content and offers at the right time and through the right channel. Movable Ink, for instance, focuses on first and zero-party data—information customers willingly share or that is observed during their interactions with a brand. This data is crucial for creating personalized experiences without the invasiveness associated with third-party data tracking.
Movable Ink’s Approach to Personalized Marketing
Movable Ink’s platforms, Studio and Da Vinci, exemplify how AI can transform digital marketing. Studio activates any data set within a company to generate dynamic content in real-time, while Da Vinci uses machine learning to tailor entire campaigns to individual customers. These platforms not only enhance the effectiveness of marketing efforts but also provide valuable insights, helping brands understand what resonates with their audience.
The impact of these technologies is evident across various industries. Movable Ink works with leading brands in retail, travel, financial services, media, and technology, helping them achieve significant improvements in engagement and revenue. For instance, Victoria’s Secret used Da Vinci to re-engage dormant subscribers, resulting in impressive results and a renewed focus on personalized marketing.
As the future unfolds, the potential of AI in digital marketing is immense. From generating customized incentives on the fly to influencing supply chain decisions, the possibilities are endless. However, there are challenges to overcome, particularly around trust and control. Brands need to ensure that AI-driven marketing aligns with their values and maintains the integrity of their customer relationships.
The integration of AI and automation in digital marketing is not just a trend but a transformative force. As companies like Movable Ink continue to innovate, more engaging, personalized experiences that benefit both brands and consumers can be expected. Tune in to the full episode to uncover more insights from Vivek Sharma on the rapidly changing industry and how Movable Ink is addressing the future of AI-driven personalization.
