• by Ray Schultz , Columnist, March 25, 2024

Marketing teams seeking to integrate their ad and email campaigns with other touchpoints are being offered a tool from Merkle.

The solution, Intelligent Messaging, was created by parent Dentsu’s Integrated Solutions Group.

The goal is to “make experiences more personal, make shopping more seamless, and shorten the path to purchase," says James Riess, senior vice president general manager, loyalty and messaging experience at Merkle. 

Such clients as William Grant & Sons and WWF have achieved increased engagement, conversion, and zero-party data collection in collaboration with Dentsu X, Carat, and iProspect, the company claims.

According to Merkle, Intelligent Messaging provides:

• Intelligent Messaging Blueprint — for crafting a tailored messaging strategy. 
• Conversational Design & Experiences — for creating messaging with human-like persona development.
• AI + Human-Powered Assistance — to improve performance and support with AI-powered chatbots and synthetic humans.
• Click to Message Ads and Marketing Messages — allows customers to click directly from an ad to a 1:1 message via Messenger, Instagram, or WhatsApp
• Technology Integration — this tool can be integrated with ecommerce and CRM platforms including Salesforce, Adobe and Braze.

In addition, brands can gain early access to alpha and beta products and technology updates via a partnership with Meta. 

“By leveraging advanced technology, businesses can meet consumers in their preferred communication channels and deliver connected and personalized experiences, ultimately leading to improved customer satisfaction and loyalty," says Val Vacante, vice president of solutions innovation, Dentsu.