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MarTech Interview with James White, General Manager at Total Expert

Published on January 24, 2024
Published by Mark10
Viewed by 6 people
#368766
Marketing Services
Free

Description of item

Could you please tell us about your background and how you entered the industry?
Over the past 20+ years, I’ve been fortunate to have been exposed to various roles that have given me a deep understanding of the financial services industry. After spending time on the project and technical side of vendors, including core conversions and implementations for multiple marketing platforms, the past 12 years have been spent focusing on research and strategy.

Also Read – Martech Interview with Jed Mole, Chief Marketing Officer at Acxiom
Total Expert is known for its digital innovation and forward-thinking approach to marketing. Can you provide some examples of how AI has been applied to enhance marketing strategies for financial services organizations?
Financial services organizations benefit from using AI as a copilot for customer engagement and marketing, especially for augmenting day-to-day tasks. AI can quickly analyze various factors, such as financial context and life events, to identify the best moments and strategies for engaging with customers. While human touch is still critical for creating meaningful engagement, AI is a valuable tool for determining when and why to do so.

Personalization is a key aspect of successful marketing campaigns. How does AI help in delivering more personalized and targeted messages to customers in the financial services sector?
By analyzing data and understanding customer behavior, AI can recommend tailored content and messaging that aligns with the customer’s journey on a 1:1 basis. AI tools can also predict future behavior based on historical data and current trends.

As AI plays a pivotal role in optimizing marketing campaigns, what advice do you have for marketing experts in effectively leveraging AI technology to enhance their strategies and results?
I would advise marketing experts to use AI as a starting point for campaigns and other marketing efforts, but be sure to have an industry expert approve. AI can supercharge ideation and brainstorming, but human expert support is needed to make sure the correct language is being used, and materials meet industry compliance standards. It is also essential to practice and experiment with AI in controlled scenarios. This will allow the organization to improve expertise and guide models as they improve.

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Location

Country
United States
Region
CA
City
Lake Los Angeles
Address
Capital Tower, 168 Robinson Road, Singapore

Other information

Contact Email: [email protected]
Website: https://www.martechcube.com/
 

 

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