Marketing 0

Summary: Making a Personalized Sense-and-
Respond Experience
IoT and AI make a powerful combination in the goal to create a
contextual marketing experience in the brick-and-mortar world. The
dynamic marketing based on customer data is native to the digital
media. Digital marketers can easily tailor marketing offers in an
automated fashion. The application of contextual marketing in the
physical space in the past often depended on the ability of frontline
staff to read their customers. With the help of IoT and AI, that is no
longer the case.
The most critical element to establish AI-powered contextual
marketing is to build a connected ecosystem of sensors and devices,
either in the POS or on customer premises. Once the infrastructure is
in place, marketers will only need to define the triggers and
responding actions. When the right person with the right profile is
nearby the sensors, marketers can learn more about the person and
offer the right products with the right message. Marketers can also
interact with and even develop an immersive customer experience
for that person (see 
Figure 10.2
).

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FIGURE 10.2
 The Triggers and Responses in Contextual Marketing