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The news: Marketing communications platform Attentive reports it drove $1.8 billion in online sales during Cyber Week 2023. Brands using Attentive sent over 2.2 billion text messages, with the highest amount landing on Black Friday.
Deep dive: AI, SMS marketing, and personalization are converging, reshaping how brands interact with their customers, Attentive CEO Amit Jhawar said in a recent exclusive sit-down with us.
How AI fits in: Generative AI’s role in marketing signifies a pivotal shift, enabling the creation of messages that resonate personally with each consumer. “We’re at this really interesting turning point… where you can now generate messages at an individual level,” Jhawar said. This capability to personalize promotions can enhance engagement and foster loyalty.
Why SMS is winning: As shopping increasingly moves to mobile devices, marketing tactics must adapt. “The mobile device is not a research device. It’s an action device,” Jhawar states, stressing the need for concise content that prompts immediate action. In the limited space of a mobile screen, personalized content is critical to drive engagement.
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