With the influx of digital customers, marketing automation is required in order for brands to maintain the personal touch, according to Thanoos Kerdlaup, head of martech and data consulting at data and artificial intelligence company ADA.

Why it matters

With so many different touchpoints that customers have to engage with during the purchasing journey, marketers need a scalable way to personalise each journey, and automation can provide a reliable platform to serve the most effective and efficient content to the right segment, at just the right time.

Takeaways

• There is a need for marketers to leverage on martech for a...