Forbes contributor Mohanbir Sawhney has published a detailed article on sentient marketing. He defines this form of marketing as “a vision for customer engagement that is powered by data, scaled with automation, and personalized through AI”.

Like personalized marketing, sentient marketing too aims at personalized customer engagement with the help of Artificial Intelligence.

Talking about the goals of sentient marketing, says, “Sentient marketing achieves four key goals for transforming customer interactions:

  1. Personalized: Sentient marketing allows for engagement with each customer based on the customer’s profile, preferences, intentions, past behaviors, and purchase patterns. Essentially, everything that an enterprise knows about the customer is brought to bear on every interaction with each customer in order to improve the next interaction with the customer. Personalization takes customer segmentation down to the level of a “segment of one” – each customer being treated as a unique segment.
  2. Engagement: Marketing communication traditionally has been one-way, designed to reach and influence customers to change perceptions and to drive purchase decisions”.

Sentient Marketing: Customer Engagement At The Speed Of Data

Forbes

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