November 10, 2023
In the fast-evolving landscape of technology, where consumer habits are undergoing rapid transformations, businesses find themselves at a crossroads. The question that echoes in the minds of industry leaders is: How can we empower businesses to connect with their customers on a deeper level? This was the focal point of m360 CEO Ramon Hirang's insightful talk during the #adoboTalks event by the adobo Magazine on November 9, 2023.
Hirang opened his talk with a recent study by Forrester Research revealing that we now exist in a digital era where consumers no longer seek out brands; instead, they expect brands to find them in their preferred channels. With this shift, businesses must adapt to remain relevant.
As consumer needs and preferences undergo constant change, the challenge for businesses is clear: How can they remain top of mind for their target customers? The answer lies in the transition from 'WE' to 'ME,' emphasizing the importance of personalized brand experiences.
Great brand experiences begin with personalization, and this involves knowing your customers—collecting and leveraging data to offer personalized experiences on an individual level. It's not about generic offers to a broad audience but addressing the specific needs of each customer.
The challenge for businesses is to bridge the gap between them and their customers. While SMS, email, and traditional chatbots remain essential, the emergence of platforms like WhatsApp, Viber, and the Meta Suite for Business has facilitated faster and more interactive customer engagement.
Voice has found new use cases in re-engaging customers, and the rise of AI chatbots has provided convenient conversational tools for both commerce and support operations. Conversational experiences are expected to expand across various sectors, including banking, healthcare, retail, and even the public sector.
"In the dynamic dance of technology and consumer evolution, the future belongs to those businesses that master the art of personalized connections, engage in meaningful conversations, and harmonize the symphony of AI and data to compose unforgettable customer experiences," Hirang said.
As technology continues to advance, the key to success in the new age of AdTech and Data lies in embracing personalization, transitioning to conversational interactions, and harnessing the power of AI and data. Businesses that can adeptly navigate these realms will not only stay top of mind but will also forge deeper connections with their customers in this ever-evolving landscape.
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