AI will make marketing more empathetic, says Global Female Entrepreneur of the Year
Digital and data have sped up the way we do business, and given us more information about our customers than ever. But have they actually made the customer experience better? Resulticks CEO Redickaa Subrammanian says Artificial Intelligence will be the next stage of digital evolution, allowing marketers to apply empathy, intelligently.
In the American version of British sitcom, The Office, salesman Andy Bernard explains to a bemused colleague the secret of his success: “Name repetition, personality mirroring, and never breaking off a handshake. I’m like a carpenter making stairs – always thinking one step ahead.”
The joke, of course, is that the archetype of the American salesman he represents, a man selling paper in a “paperless world,” is obsolete. The world has moved from analogue to digital, leaving “slap on the back” ways of doing business redundant. But some elements of “the deal” have endured. Selling still hinges on convincing someone you understand them well enough to know what’s good for them. And, as more business is executed online, this essential skill is facing serious obstacles.
Redickaa Subrammanian, Resulticks CEO
Redickaa Subrammanian knows this better than most. The co-founder and CEO of the omni-channel martech platform Resulticks has always been passionate about communications. She got her start in advertising as a copywriter. While digital marketing wouldn’t see its first significant surge until 2006, Subrammanian was ahead of the curve when, in 2004 she founded communications agency Interakt. By 2014 the agency had grown it’s client base to over 150 brands, hundreds of staff, and locations all over the globe.
Resulticks is a real-time, big-data-driven marketing cloud solution built from the ground up by experts in marketing, technology, and business strategy to deliver top-line growth.
