dynamic content

Paper cartons with a shopping cart or trolley logo on a laptop keyboard, depicts customers order things from retailer sites via the internet.

How machine learning is transforming retail both online and offline

According to a 2018 study by Juniper Research, spending by retailers on artificial intelligence tools will grow almost fourfold between 2018 and 2022, reaching $7.3 billion per annum – up from an estimated $2 billion in 2018.

By 2022, the research found that retailers will be investing in AI tools to improve everything from customer service to sentiment analytics, automated marketing and demand forecasting.

Graphic of three hands with different skin tones holding up smartphones.

The seven principles of intelligent personalisation

Marketing commentators often attribute the success of Amazon to its advanced personalisation strategy. And with good reason.  

The ecommerce giant’s approach goes way beyond the basics. Machine learning helps the brand predict and shape consumer behaviour in real time. Each customer experiences contextually relevant messages that maximise conversions at every stage of their journey.

outdoor ad at asda

Six clever examples of what dynamic outdoor advertising can do

I’ve noticed outdoor advertising as the home of some of the best dynamic marketing of late.

Now that digital billboards are well established in cities like London and advertisers are accustomed to dynamic technology, campaigns are becoming less gimmicky, more effective.

I wanted to pick some examples of exciting digital outdoor campaigns that show what the medium can do.

How The Entertainer uses personalised, dynamic email content

The Entertainer, the UK’s largest high street toy retailer with 120 stores, replatformed a year ago, choosing a new email and personalisation platform for its ecommerce business.

With an increased ability to test and learn, the retailer has increased email revenue by 300% since the change. 

Rob Wood, Head of Online, explains that these gains are all about creative and segmentation.