Marketing is changing. The traditional boundaries between sales and marketing are blurring and one-size-fits-all strategies are a thing of the past. Instead, the focus is on personalisation to address customers in a more targeted way and to achieve a higher conversion rate. But how exactly does this work?

Thanks to the power of artificial intelligence, businesses can now create highly personalised messages and content tailored directly to each customer. Take email marketing as an example: instead of sending a uniform message to an entire email list, businesses can now use AI to create unique, personalised emails for each customer. This allows companies to address in a specific and tailored way how their products can solve each customer's unique problem.

Achieving this level of personalisation will be critical to the continued success of any brand. This means that businesses need to collect more data about their customers than ever before. By using AI to create personalised content, businesses can build stronger connections with their customers, increase sales and succeed in an increasingly competitive online market.

Some may worry about the potential downside for consumers, as companies will know more about us than ever before. But I am optimistic. As consumers, we can expect to receive more of what is relevant to us and less of what is not. After all, we all have problems that companies can help us solve, and advances in marketing technology provide a more efficient system to connect us with the right solutions.

The merging of sales and marketing is leading to a transformation that blurs the lines between the two and makes them look more similar than ever before. Through targeted personalisation, companies can better reach their customers and build long-term bonds, which ultimately leads to more sales and higher customer satisfaction.

In the future, the importance of personalisation in marketing will continue to increase. Companies should prepare for these changes and be ready to collect even more data about their customers in order to present them with even more targeted offers and solutions. Those who miss out on this trend will have a hard time competing for customers in the future.