Today’s customers expect a personalized experience, and you can’t efficiently offer personalization without automation. But too many brands automate to the point of over-personalization, which is a quick turn-off for most consumers. Yet, the fact remains that people find personalized content more appealing.
While personalization is excellent for providing your customers with individualized experiences, there’s a fine line between that and being intrusive. Meeting consumer expectations without infringing on privacy should always be the goal.
There’s no doubt that automation is beneficial to marketing and the customer experience in any executive's mind. It decreases workload by eliminating the need to perform repetitive tasks, which frees up precious resources for other endeavors.
However, automation isn’t a cure-all. Brands that believe otherwise can quickly lose the personal touch customers enjoy and appear more distant. In addition, relying too much on automation for personalization can dilute the strength of your message, causing the brand to sound intrusive.
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Ben Parr is the President and Co-Founder of Octane AI, the zero-party data marketing platform for Shopify and Shopify Plus merchants. He is an award-winning entrepreneur, investor, journalist and the author of best-selling book "Captivology: The Science of Capturing People's Attention". Previously, Ben was the Co-Editor and Editor-at-Large of Mashable, where he wrote more than 2,400 articles on technology, media, and startups. He sits on the board of directors at the Leila Janah Foundation. Ben is a member of Forbes 30 Under 30 and an alum of Northwestern University.
Kyle is the Director of Sales for Stamped, an AI-powered ecommerce marketing platform. Having spent time leading support, success and sales teams in the ecommerce industry, he is passionate about seeing merchants win and being a partner to their brands.
Brett Bernstein is the founder and CEO of Gatsby, the fully automated influencer marketing platform that’s helping merchants build community at scale. Prior to Gatsby, Brett was on the marketing team at Box, and was the founder of Natural Cravings Healthy Vending where he brought healthier snack options to school across California. Outside of work, you can find him drinking good coffee, out on long morning walks, and rock climbing at his local gym.
Highly motivated, outgoing, and personable professional with 11 years of international experience across print, video and events.
Extensive knowledge of partnerships, technology, and e-commerce and deeply passionate about the intersection of talent, marketing, and technology.