Page 2 - AeM_April_2019

Welcome to

Dear Reader,

Targeted marketing for each customer has been one of the most significant trends for years, which is
at the same time becoming one of the issues that gives companies the biggest headaches.

Accenture Strategy and Salesforce, both covered in Asian e-Marketing this month, were dealing
intensively with the marketing’s dilemma on how to bring personalization and privacy in sync.
Gaining consumers’ trust to collect enough data for providing good CX and proper personalization is
unfortunately a very challenging balancing act these days, that (often) fails because companies can
only offer a high degree of personalization if enough data is available.

In addition, today’s businesses struggle with communication and coordination problems: information
does not flow, coordination processes do not take place, misunderstandings arise – and the customers
are feeling the effects of it. That’s why communications and interactions are increasingly controlled and
determined by algorithms and bots. At first glance, it's all about new communication interfaces that
bring efficiency and convenience benefits as the logical next evolutionary stage, but the impact of bots
in todays’ customer relationship management goes much deeper.

Read more about all this in today’s issue and get insights into Adobe’s novelties, Bright River’s
innovations and Tata Consultancy's study, besides much more.

Best regards,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 April 2019 - Personalized & Customer-Centric Content Marketing