DELIVER PERSONALIZED CONTENT IN REAL TIME
Tips on how to deliver personalized content in real-time with Gretchen Scheiman
I would say personalization is utterly fundamental and core to any marketer's strategy. Almost 90% of retail marketers are using personalization today.
In an email, you need a vendor that can help you overcome the limitations of flat emails and change images on the fly and make them more dynamic
It is an ongoing source of tension for marketers because a customer is always going to buy more when things are personalized. We've proven that over and over again. But a customer is also always going to be very, very concerned when somebody gets too personal.
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DELIVER PERSONALIZED CONTENT IN REAL TIME
I would say personalization is utterly fundamental and core to any marketer's strategy. Almost 90% of retail marketers are using personalization today.
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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today in studio joining me is special guest, Gretchen Scheiman. She is the senior director of marketing for a company called Liveclicker. It's an advanced personalization platform that helps brands create timely, relevant, engaging moments that inspire action. She has over 15 years experience in marketing management, building and leading high performing teams on the client and the agency side. Gretchen specializes in methodical marketing funnel optimization and bringing an analytical perspective to how organizations can best use their talent. The tool that I'm sharing here with you, Liveclicker, gives marketers the ability to instantly personalize messages with any data from any system all at the moment that the subscriber opens your email. So, at last, it's possible to execute the long-held vision of personalization of scale. So I'd like you to join me in welcoming Gretchen to the Real Marketing Real Fast podcast today.
Doug: Hey Gretchen. Good morning and welcome to the Real Marketing Real Fast podcast today.
Gretchen S.: Thank you so much for inviting me, Doug. I really appreciate it.
Doug: Well, I think it was a mutual friend, I think it was a Ryan Phelan who introduced us and I'm happy he connected us. I really thought the information I found on your website in terms of personalization was super interesting and will make a great conversation today. So why don't you start us off and just give us a little bit of background on who you are and what you do?
Gretchen S.: Sure. Well, I am the senior director of marketing for Liveclicker. That's an advanced personalization platform. We help brands create awesome, amazing, engaging moments that just inspire customers to act and to do and to buy or anything else their brand is looking for. I have well over 15 years of experience in marketing management. I've been doing this for a long time, both on the client-side, on the agency side and now on the vendor side. And personalization has been near and dear to my heart from the days of Epiphany and some really old systems that are out there. And we've been working on it for quite some time now. So I'm just excited to talk about that today.
Doug: Well, I'm excited about all the changes in terms of technology and how it makes the experience for the end-user better, opposed to just a more technology for marketers who often just like the shiny new objects. So for our listeners who aren't aware of what you mean by personalization, can you just take a few minutes and explain what that is, please?
Gretchen S.: Absolutely. I would say personalization is utterly fundamental and core to any marketer's strategy. And realistically,