How to unlock the power of personalization through edge computing

CMOs are working hard to bring the value of personalization to their customers and businesses, especially to build stronger customer relationships. But now, edge computing is kicking things up a few notches, enabling personalized, real-time interactions faster, more efficiently and more securely.

Edge computing might sound like bougie sales jargon. However, capturing its potential could redefine how you engage with customers and elevate your brand’s customer experience strategy.

What is edge computing?

Edge computing brings data processing closer to the action. Instead of sending data to a cloud server elsewhere, edge computing allows it to be processed right where it’s generated.

Imagine your smart camera doorbell that doesn’t need to send footage to a distant server to analyze. It processes the video immediately, instantly identifying familiar faces or possible threats.

When you handle data locally, you cut down on those frustrating delays and ease up on bandwidth use. That means your team can deliver more personalized, engaging content exactly when it counts. And that’s the beauty of edge computing. It helps make those moments happen right when they’re needed. 

Examples of real-world edge computing include:

• Smart cameras with built-in AI processors can perform object detection, facial recognition or other analytics right on the device, sending only relevant data or alerts to a central system.
• Industrial internet of things (IoT) sensors can process and analyze data locally, only transmitting summarized information or alerts when specific conditions are met.
• Autonomous vehicles that process sensor data and make driving decisions in real-time using onboard computers without relying on constant communication with external systems.

Why edge computing matters to your marketing organization

Edge computing might sound like just an IT thing, but it greatly impacts marketing. At its heart, it helps create faster, smarter and more secure customer experiences — exactly what marketers need to build stronger connections with their audience.

Customers today expect immediacy. A few seconds of lag can make or break an interaction. Edge computing processes data on the spot, cutting out the delays that often come with cloud-based systems. Whether it’s a real-time product suggestion in an app or an in-store display reacting to a shopper’s behavior, edge computing allows your brand to act in real time.

Beyond speed, edge computing takes personalization to unprecedented levels. It can adapt experiences instantly based on what a customer is doing at that exact moment. Imagine a customer walking into a store and, based on their browsing history or current behavior, the display changes to highlight products they’re likely to buy.

In the 2002 film “Minority Report,” there’s a scene where the main character John Anderton, played by Tom Cruise, enters a Gap store and is immediately recognized by personalized advertising. As Anderton walks into the Gap, a screen greets him, saying, “Hello, Mr. Yakamoto! Welcome back to the Gap. How did those assorted tank tops work out for you?” With edge computing, personalization can be more relevant and immediate.

Security is a big plus, too. By keeping sensitive customer data closer to home, there’s less risk of it being exposed as it travels. This is especially important in retail, healthcare and finance industries, where protecting customer information is essential.

And then there’s cost. Processing large amounts of data in the cloud is expensive. By processing most data locally and sending only critical information to the cloud, edge computing helps reduce cloud storage and bandwidth costs. For CMOs tasked with demonstrating ROI, edge computing can deliver better experiences without breaking your budget.

Dig deeper: 24 customer experience misconceptions debunked

Real-world examples of edge computing in action

Edge computing is changing how things run, directly impacting the customer experience. Let’s look at a few in-depth examples.

Smart speakers and IoT devices

Imagine using a smart speaker like Amazon Echo or Google Nest. Edge computing enables the device to handle basic command recognition locally instead of sending all your voice commands to a cloud server for processing. 

This makes interactions faster and more secure, as less data is transmitted over the internet. It’s the kind of seamless, instant interaction that enhances user experience without customers even realizing what’s happening behind the scenes.

Edge servers in retail stores

You walk into your favorite store, grab what you need and breeze through the checkout. But behind the scenes, edge servers in the store are constantly processing data in real-time — figuring out what’s selling fast, what’s running low and even adjusting prices on the spot based on demand. 

When you buy something, the system already knows what needs restocking, making sure the shelves are filled with the stuff you actually want (Walmart is the gold standard for this strategy). Then, as you’re about to check out, you get a personalized deal, thanks to the system keeping track of what you’ve picked up before. It’s like the store is always one step ahead, making sure your experience is faster and more tailored to you.

Digital experience platforms (DXPs)

The best website experience is when the site knows almost everything you want before you do. That’s edge computing at play. When you visit a site, digital experience platforms use edge computing to personalize what you see in real time. It’s like walking into a store tailored just for you. Maybe you’re in New York, and you’re shown a special offer localized for that city, while someone in London sees something completely different.

Dig deeper: The truth behind MACH-based DXPs: Benefits, risks and key considerations

In these cases, it’s about reducing friction in the customer experience while making it more personalized without considering the tech behind it.

How CMOs can get started

The potential of edge computing is clear, but how do you get started? 

Evaluate what you already have

You don’t necessarily need new martech or infrastructure. Start by assessing your current systems — whether it’s your point-of-sale (POS) platforms, customer data platforms (CDPs) or mobile apps. Identify where they can be enhanced by edge computing. 

Many platforms already offer edge-compatible features, like faster local data processing or real-time personalization capabilities. Work with your IT team to audit these tools and uncover any underutilized edge capabilities. You might already have the foundation in place without realizing it.

Focus on the use cases that can make a big impact fast

Look for areas where edge computing can show real results immediately without a huge upfront investment. For instance:

• Consider how in-store personalization could benefit from edge servers, allowing digital displays to adapt in real time based on what customers are doing.
• Think about how speeding up mobile apps by handling key actions directly on the device — rather than in the cloud — could improve user experience. 

By zeroing in on these quick wins, you’ll start seeing results quickly, which helps build momentum and get buy-in from stakeholders for future edge computing projects.

Collaborate closely with your IT team

Edge computing isn’t something marketing can (or should) tackle in isolation, but it’s also not an IT-only initiative. Work together to find ways to layer edge capabilities onto existing systems.

For example, many point-of-sale systems, DXPs and IoT devices are already edge-ready. Your IT team can help you integrate edge computing without a massive, disruptive infrastructure overhaul. Often, it’s more about configuring existing tools rather than purchasing new ones.

Ensure you maintain transparency and prioritize data privacy

With edge computing, much of the data processing happens closer to the customer, which can reduce the risk of data exposure as it travels. However, you need to be clear with customers about how their data is being used, particularly with growing privacy concerns. Build trust by communicating openly about your data practices and ensuring your data usage complies with regulations like GDPR or CCPA.

Explore AI for predictive personalization

Many marketing tools and platforms already have AI capabilities built-in, and edge computing can take those capabilities to the next level by enabling real-time decision-making based on customer behavior. 

This isn’t about buying a whole new AI system. Instead, you’re layering AI onto edge technology to create hyper-personalized experiences. Imagine using AI to predict what a customer will need before asking for it and then delivering that experience instantly through edge-enabled interactions. This kind of predictive personalization drives customer loyalty and sets your brand apart.

By using what you already have, focusing on high-impact use cases and working collaboratively with IT, you can start realizing the benefits of edge computing without the need for a major overhaul. Edge computing offers a more efficient, cost-effective way to enhance customer experiences today while laying the groundwork for even smarter, AI-driven personalization in the future.

Dig deeper: The CMO’s practical guide to personalization

The future of personalization

Edge computing is set to get even smarter as AI and machine learning get further integrated into the mix. Martech stacks won’t just respond to customers on the fly but anticipate their needs, adjusting the experience before they even realize what they want.

For CMOs, this isn’t a shiny object. Edge computing gives you the power to create faster, more personal and more secure interactions that can build customer loyalty and fuel growth and revenue. If you’re not already thinking about how it fits into your marketing strategy, now’s the time. Your customers are already expecting those personalized experiences and edge computing could be the key to making it happen.