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SearchChat Podcast: Personalization–Meeting Customers in the Moment

Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business.

In this podcast we start with eMarketer trends — ad agencies are building their own analytics platforms. Steve and I aren’t so sure if that makes sense. If you aren’t prepared to do something with those analytics they don’t matter.

MarTech recently found that marketers find content creation really difficult. How do you utilize automaton to help your content and data actually improve the business? That data should be able to make the content experience more effective in the moment.

You may have also heard that Walmart has basically introduced an “Amazon Go” store. It’s called “IRL” fuelled by AI. It’s about making customer experience more effective. Meanwhile Google introduced Stadia, a gaming platform that will allow them to pull data in and increase personalized experiences.

One of the reasons that personalization has been oversold is that it depends on you, the user, to create content and develop rules for all the various segments of customers you need to talk to. And, as the saying goes, “Ain’t nobody got time for that.” We need to be thinking about automation of that instead to cut down on your work and make it do-able.

0:00 Intro

1:50 Ad agencies are building analytics platforms

9:30 Why do marketers find content creation difficult?

14:35 Walmart is doing AI

23:20 Google is getting into gaming

31:25 Outro

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Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

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Tim Peter

Tim Peter built his first website in 1995 and loves that he still gets to do that every day. Tim has spent almost two decades figuring out where customers are, how they interact with brands online, and delivering those customers to his clients’ front door. These efforts have generated billions of dollars in revenue and reduced costs. Tim works with client organizations to build effective teams focused on converting browsers to buyers and building their brand and business. He helps those companies discover how marketing, technology, and analytics tie together to drive business results. He doesn't get excited because of the toys or tech. He gets excited because of what it all means for the bottom line. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. He is a member of the Search Engine Marketers Professional Organization (SEMPO), HSMAI, and the Digital Analytics Association. Tim Peter’s recent client work covers a wide range of digital marketing activities including developing digital and mobile marketing strategies, creating digital product roadmaps, assessing organizational capabilities, and conducting vendor evaluations for diverse clients including major hospitality companies, real estate brands, SaaS providers, and marketing agencies. Prior to launching Tim Peter & Associates, LLC, a full-service e-commerce and internet marketing consulting firm in early 2011, he worked with the world’s largest hotel franchisor, the world’s premier independent luxury hotel representation firm, and a major financial services firm, developing various award-winning products and services for his customers. Tim can be reached at tim@timpeter.com or by phone at 201-305-0055.

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