Last year Econsultancy published an article claiming that some businesses doubt the value of personalisation.
Although 94% of companies agree that personalisation ‘is critical to current and future success’ less than half of companies are personalising their website experience.
This isn’t because they think personalisation is unimportant, but because they don’t actually know how to make the most of it.
However, even the smallest of companies can target their consumers directly using personalised content.
It's becoming harder and harder to persuade customers to give us their personal data. Are they more worried about privacy and security post-Snowden?
Are they wary that we marketers will relentlessly spam them once we have their details? Do they find it too difficult to do the data entry on the mobile devices they are increasingly using?
According to recent TRUSTe research 60% of people say they are more concerned about security now than they were a year ago.
It turns out that businesses sharing personal information with other companies (60%) and tracking online behaviour to show targeted ads and content (54%) were the two largest causes of increased online privacy concerns.
And yet there is also plenty of research to show that consumers appreciate personalisation and customisation. According to Adobe’s 'State of Online Advertising' last year, 88% of those surveyed in the EU were neutral or positive about customisation; this figure rose to 94% for the US.
So we face a tough challenge as marketers, as customers seemingly want the benefits of customisation but without giving up any personal data...
You’re one in a million. But hopefully your conversion rates will be higher than that this Valentine’s day.
There’s nothing like the feeling of love in the air that gets people wanting to be extravagant with declarations of their love.
But how do you go about providing the best experience for your Valentine’s customers to drive conversions, fast?
Here are my top tips for helping people in a loving mood get the most out of your site.
As marketers, we are all becoming more familiar with personalization as we recognize the need to tailor digital experiences to individual users. Only we are doing it all wrong. OK, partly wrong.
In this blog post, I explore the concept of 'true personalization:' tailoring the digital experience to the kind of relationship someone wants with your organization.
Rather than just customizing a digital experience according to what someone has clicked on, true personalization posits that the type of content someone consumes is far more important to building long-lasting and deep relationships.
If your website has a secure customer area, then you could be missing out on a chance to further engage or convert your visitors before their next visit.
This post looks at some examples and options for capitalizing on this often overlooked ‘seducible moment’.
Even though it's early January, this is not a 2014 predictions post. However, one trend that will continue to grow this year is that of consumer expectation associated with the sharing of their personal information.
The general public are becoming much more savvy around this data value exchange, and their expectations for what they get in return are increasing.
Relevance is key, and that means serving your customers and prospective customers with meaningful content that services a current need for them, and content which is served via a medium (or channel) that suits their behaviours.
Knowing all the about 'who' on its own is no longer enough, it needs to be complimented by the 'when' and the combination of both is where real-time relevance can be provided.
There is a simple hierarchy model that can be applied to help ensure relevance can be delivered, and it would be good to hear your opinions on this in the comments section.
With the beginning of a new year one is supposed to be inspired to look ahead and set lofty goals for the future.
However it is also a time to look back on the past 12 months to reflect and see if there are any lessons to be learned from past experiences.
Therefore there’s no better time to re-read some of the excellent surveys and reports that Econsultancy’s award-winning research team produced in 2013.
The publications cover a broad range of topics including mobile, user experience, marketing budgets, personalisation, email, SEO, cross-channel marketing, conversion rate optimisation and content management.
So put the kettle on, sit back, and improve your mind with these intriguing digital marketing and ecommerce statistics...
Tapping the Google Play Store icon on my phone earlier this week I was faced with a horrifying sight. Sat staring at me in the ‘Recommended for You’ section was the official Tottenham Hotspur app.
It’s lucky Google isn’t in charge of selecting my Christmas presents. As a man sporting a (tasteful-ish) Arsenal tattoo, I’m on the verge of suing for slander.
The personalisation of the web has taken great strides, with big data helping to draw detailed pictures of who you are based on where you’ve been, but how do companies find the right balance between trying to deliver based on what they know, and what they assume?
Real-time retailing means being able to detect, understand, communicate with and serve your customers at every point in the purchase lifecycle.
So how can online retailers react responsively to customer needs when they visit their websites?
Here are my seven top tips for how you can become a real-time retailer today.
Yesterday I was invited to the UK launch of a new personalised video platform, created by Dutch company Rednun.
Rednun claims that if you want the biggest impact possible for the maximum number of people, you can’t do it by producing just one video and uploading it on a shared video platform. You need to personally tailor each video for every individual viewer.
The user provides their personal information to a company, the company provides that database of customer information to a production company. The production company creates a video specifically for every customer, providing maximum relevance and complete personalisation.
Rednun claims the rewards are higher conversion rates, brand loyalty, visibility and engagement rates.
I'm naturally skeptical of most things, especially in terms of the technology needed to achieve mass personalisation and the above goals promised by the company, so here's a rundown of the presentation with a few of my own thoughts peppered throughout for balance.