AI And Account Based Marketing In A Time Of Disruption

AI And Account Based Marketing In A Time Of Disruption

We don’t know how the massive shifts in consumer behavior brought on by the COVID-19 pandemic will evolve or endure. But we do know that as our lives change, marketers’ data change. Both the current impact and the future implications may be significant. I asked Alex Atzberger, CEO of Episerver, a digital experience company, to put the issues in perspective. Paul Talbot: How is AI holding up? Has the pandemic impacted the quality of data used to feed analytic tools that help marketers create both strategic and tactical scenarios and insights? Alex Atzberger: There is more data and more need for automation and AI now than ever. Website traffic is up, and digital engagement is way up due to COVID-19. Business leaders and marketers now need automation and AI to free up “headspace” as they have to deal with so many fires. Many marketers rely on personalization from AI engines that run in the background so that they can adjust their messaging to our times. AI is a good thing for them right now. They’re able to get data faster, analyze faster and make better decisions. However, they need to be aware of what has changed. For example, some of the data inputs may not be as good as before as people work from home and IP addresses are no longer identifying the company someone is with. Talbot: Given the unknowns we all face, how can marketing strategy be adjusted thoughtfully? Atzberger: A practitioner’s time horizon for “strategy” shortens dramatically in crisis ...
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