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Posts tagged with Personalisation

The rise of context for customising digital experiences

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...

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Five ecommerce personalization tips for Valentine’s Day

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.

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Personalization isn’t what you think it is

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.

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Goodbye and stop signs

Using 'seducible moments' to turn goodbyes into conversion opportunities

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’.

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Hierarchy of Relevance

Why the 'Hierarchy of Relevance' is integral to effective real-time marketing

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.

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100+ amazing stats from Econsultancy's 2013 reports

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...

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Personalisation: how do companies find the right balance?

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?

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Seven ways you can become a real-time retailer

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.

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I love your name here

Are personalised videos created using 'big data' just a gimmick?

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.

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Consumers prefer live chat for customer service: stats

Live chat has the highest satisfaction levels for any customer service channel, with 73%, compared with 61% for email and 44% for phone. 

I can see why as live chat combines the best of phone and email, and avoids the pain of hanging on the line listening to muzak. 

The stats come from eDigital's Customer Service Benchmark which surveyed 2,000 consumers on their experiences of various customer service channels. 

Here, I've taken a closer look at the stats, and the value of providing live chat for customers...

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2014: The year content marketing finally grows up?

As we draw closer to the end of 2013, not a day goes by without someone committing a feverish 'future of content marketing' post into the marketing blogosphere.

According to these digital soothsayers, next year we are destined (doomed?) to see more native advertising, more video content, more renewed commitment to ‘story first’ strategies, and so forth.

Sound familiar?

These are all strategies and techniques you could have read about in 2012, 2011 and 2010. The truth is content marketing has been around for over a hundred years, but there are many who would be happy for it to remain in its predictable, boring and samey infancy.

To be quite blunt, content marketing in 2014 needs to grow up.

Here’s how I’d like see content marketing mature over the next year...

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A critical look at some of today's most relevant email marketing questions

Like most people in the UK I loved the Olympics and the Paralympics; however I particularly enjoyed the Paralympics.  

One of the programmes that I enjoyed the most was The Last Leg, so I was particularly pleased when Channel 4 brought this back. If you have not already seen it, it really is a must watch!   

One of the features on the last leg is called #isitOK. Here the audience are asked to tweet questions that they would like the hosts to answer, using the hashtag #isitOK.  

In homage to this programme I have decided to shamelessly plagiarise that format, including some of the most interesting questions I have been asked recently.

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