Content creation has become a crucial aspect of marketing strategies. With the rise of generative artificial intelligence (AI), marketers now have a powerful tool at their disposal to create content more efficiently and effectively.

This article was written by Greg Kihlström for the Optimove blog. Explore the Contrast between Journey Orchestration and Traditional Campaigns and the Mutual Advantages for Brands and Customers

This article was written by Greg Kihlström for Forbes Agency Council. As organizations increasingly shift toward personalized marketing strategies, ensuring that your content operations are well-planned and executed is essential. Without a solid foundation in place, you may find yourself struggling with inconsistent messaging, inefficient processes and difficulty measuring the success of your campaigns.

A critically important aspect to consider when implementing personalized marketing is striking the right balance between collecting and using data for personalization and putting a focus on customer privacy.

The following article was written for MarTech by Greg Kihlström. Without good data collection, access and analysis, it is harder for brands to understand their customers. Likewise, it is more difficult for customers to indicate their preferences for the brands they support.  This article series explores this challenge and opportunity across the customer journey. 

The post-cookie world presents several challenges for marketers. One of the main challenges is the reliance on cookies for targeting, measurement, and user tracking.

Data monetization in retail refers to the process of leveraging the data collected by brick and mortar stores to generate revenue and create value.

Let’s face it, knowing that something is strategically important, timely, or impactful matters, but it’s not the whole picture. If it were, I wouldn’t have written a whole book on the topic. The fact of the matter is, we’re simply not getting enough impactful, timely, and worthy-of-priority work done. That’s what I explore in much greater detail in Priority is Action.

One of the key points discussed in the interview with Deane Barker from Optimizely is the role of AI in marketing. He emphasizes that AI, particularly generative AI, has gained a lot of attention and is being integrated into various products. However, there is a lot of hype surrounding AI and it remains to be seen how much of it is justified.

I believe that, while 2023 was the year of experimentation with AI — from dabbling in ChatGPT to doodling in DALL-E — 2024 is going to be The Great Reconciliation, where all of those experiments, whether scientific or not, will need to be aligned with larger goals, budgets and workstreams.

The benefits of headless architecture are numerous and significant. One of the key advantages is the ability to build a tailored solution to address the specific problems and opportunities of a business.

This article was written by Greg Kihlström for CustomerThink. As a consultant and advisor to enterprise brands, I have seen firsthand the transformative potential of natural language interfaces (NLIs) such as conversational AI and chatbots on the customer experience.

High-priority tasks play a crucial role in determining the success of a project, initiative, or goal. As we delve into the six key dimensions that define these tasks, we gain valuable insights into effective prioritization.

Personalization is key for loyalty programs. In today's competitive market, companies need to go beyond generic offers and discounts to truly engage and retain their customers. This is where personalization comes in.

This article was written for Forbes Agency Council by Greg Kihlström. As an advisor to organizations navigating the incorporation of AI into their marketing teams, I'd like to emphasize the critical need to establish a strategy promptly. Ignoring the potential of AI and clinging to conventional methods can result in missed opportunities and a loss of competitiveness in today's market.

Compliance by design is a concept that focuses on incorporating compliance measures into the design and development of systems and processes from the very beginning. In the context of healthcare organizations, compliance by design refers to building privacy and data protection into the core of their operations, rather than treating it as an afterthought or a checkbox exercise.

The book Priority is Action, while different from most of my previous books as it is not as focused on marketing technology or customer experience specifically, was written for multiple reasons. 

This article was written by Greg Kihlström for MarTech. Understanding customer needs allows us to improve our offerings and build lasting, mutually beneficial relationships. This results in customers getting more relevant content, offers and experiences while the brand enjoys increased customer lifetime value.

The old tagline goes, “you never get a second chance to make a first impression.” Well, it’s still true in many things, and first impressions certainly matter in customer service.

Who among us hasn’t heard this phrase, or even uttered ourselves from time to time: “but that’s the way we’ve always done it.” After all, there is comfort in familiarity, and as someone who spends a lot of time in the area of marketing operations, there is efficiency when processes are repeated.