Attentive, the SMS-first commerce platform, works with more than 8,000 brands to drive more than $15 billion in hyper-personalized programs globally. The move into Australia is intended to present an opportunity for marketers to leverage the Attentive platform and engage customers through conversational commerce.
The network is designed to help Australian businesses optimize the use of AI and to practice in a responsible way. The program will include best practice guidance, tools and learning modules centred around six core pillars: Law, Standards, Principles, Governance, Leadership and Technology.
Adobe is running its Summit conference this week, which means lots of product announcements. Real-Time CDP has its share, including customer segments created by generative AI and various types of integrations with Merkle, Epsilon, LiveRamp, Adobe Commerce, Marketo Engage, Amazon Ads, and TikTok. They also announced general availability of Privacy and Security Shield, a package of privacy features including HIPAA support.
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.