In the Media

The rise in automated and AI-powered marketing, where repetitive tasks are delegated to machines and bots, is allowing many businesses to shift their focus to data-driven marketing, and to better address marketing challenges.

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere.

Pini Yakuel, founder and CEO of customer engagement specialists Optimove, talks about the coming changes in the financial services sector.

Optimove was valued at $100 million last September and currently employs 150, including 10 in London and 15 in New York.

This year’s 3rd annual global relationship marketing conference … promises to generate innovative ideas and trends that will set the tone in the industry for many years to come.

“Customer attitudes have shifted: loyalty is dead, and we are now in the age of ‘value exchange’. Retailers need to focus on offering real value to their customers,” said Optimove EMEA managing director Alon Tvina.

Similarly, Pini Yakuel, the founder and CEO of Optimove, which creates marketing intelligence for financial services firms, suggested that AI should complement human intelligence.

British Retailers such as New Look are still getting involved by sponsoring after parties, launches and events but Optimove’s data suggests that for most retailers the impact in terms of sales will not be significant.

Optimove is a customer marketing cloud that uses machine learning and AI algorithms to scientifically segment customers according to their past and predictive data.

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