Marketers are on a quest for marketing nirvana, where every message recipient, whether prospect or customer, is receiving the perfect message at the perfect time in the perfect way. And while this kind of perfection can happen, I would hazard a guess that it currently occurs less than 10 percent of the time for most marketing organizations.
Marketers would love to move their effectiveness needle up to 60 or 70 percent, but that would require three times the people and three times the budget, and what business is eager to triple any part of their company these days?
No wonder all eyes are on artificial intelligence, or AI, to boost marketing effectiveness and scale our efforts at a reasonable cost. But our “AI vision” is currently blurred.
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