Posts tagged with Personalization

tete a tete

Why email is the king of one-to-one marketing

Marketers in the West are currently fascinated by WeChat's success in the East.

I think part of the fascination is that something other than email is being used for one-to-one marketing and communication.

Companies are interacting with consumers in all sorts of inventive ways through this ubiquitous messaging app.

It got me thinking about one-to-one marketing, and the fallacy that certain channels can provide it.

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What does 'improving customer experience' mean?

Improving the customer experience is a goal for just about every business, but what does that mean and what challenges does it present?

Well, it can mean a lot of things and, as part of Econsultancy's latest Quarterly Digital Trends Briefing in association with Adobe, is identified as one of the biggest opportunities in the coming year.

So, what aspects of CX are companies looking to in 2016?

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Nine email marketing trends set to dominate 2016

We’ve already rounded up the top email marketing trends from 2015, and now it’s time to look forward to 2016.

I asked several experts to suggest the trends that will define email marketing over the next 12 months.

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38% of marketers do not use personalisation: report

More than a third of companies do not implement any form of personalisation in their marketing activities, according to a new report from Econsultancy.

This is in spite of the fact that a vast majority of companies achieved an uplift in conversion rates after implementing personalisation in one or more of their marketing channels.

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Personalised Hollywood star

17 highly informative personalisation blog posts and reports

In a week’s time we’ll all be basking in the reflected glow of some of the world’s biggest brands at our Festival of Marketing.

The likes of LEGO, Tesco, M&S and Barclays are set to share their marketing wisdom, and we’ve also booked Tulisa and Bradley Wiggins to add some random celebrity glitz to the mix.

One of the streams at the festival focuses on personalisation, so to help you get to grips with the topic ahead of time I’ve rounded up a load of blog posts and reports on the topic.

Here they are in all their glory, but don’t forget to also head over to the festival website and book yourself a ticket...

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Three’s a crowd: how first-party data builds customer relationships

Three’s a crowd, and I’m not referring to failed 80s sitcoms. I’m talking about customer relationships.

Yet according to a study by the UC Berkeley Center for Law and Technology, 85% of the top 1,000 websites have cookies set by a third party.

Propelled by widespread anonymity in the early days of the Internet, third-party cookies have undoubtedly become a staple for many marketers, tracking consumer behaviors across the web with the promise of uncovering invaluable insights.

Not only is this an invasion of consumer privacy (more on that later), but it also prevents businesses from truly knowing and understanding their customers.

First-party data, transparently collected via voluntary user registration, on-site activities and interactions, removes data brokers as middlemen, establishing direct brand and consumer connections and fostering 1:1 relationships.

Let’s take a look at three ways that third-party cookies are hurting your customer relationships, and how first-party data can be collected and used to improve audience understanding and user experiences.

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Privacy and personalization: a marketer's Catch-22

Coined in Joseph Heller’s classic satirical novel of the same name, 'Catch-22' is a term that refers to a situation in which a person is trapped by completely contradictory goals or circumstances.

In Heller’s book, the only way for a pilot to escape his WWII flying mission is to request psychiatric evaluation due to mental instability, and be deemed insane.

However, awareness of his own insanity is considered proof of a rational mind, thus making it impossible to escape his mission, a total and complete Catch-22.

No doubt, many marketers are feeling stuck in this sort of paradoxical situation when it comes to the competing goals of consumer privacy and personalization.

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The ultimate guide to personalisation: content retargeting and engagement

Online shopping has become so much more than simply a place to buy.

Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.

Here’s an overview of how you can use content to help increase conversion rates.

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The ultimate guide to personalisation: upselling and persuasion

As technology has advanced, so has the online marketer’s ability to shape website utility and brand perceptions.

Product recommendation engines were the first real move away from a one size fits-all website, but it wasn’t until the introduction of A/B testing that ecommerce professionals started to look at personalisation as more than just algorithmic product curation.

Ecommerce is graduating into a new phase of personalisation where customer segmentation capabilities and the ability to serve targeted content in real-time are a viable reality for most online businesses.

The bricks-and-mortar store is no longer the only place the customer can see the personal face of the business as personalisation bridges the gap between the clicks and the bricks.  

This guide aims to identify some effective personalisation tactics that ecommerce businesses can implement to improve the customer experience and drive conversions.

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crystal ball

Predictive analytics, machine learning and the future of personalization

Predictive analytics has been around for a while, as has machine learning, but it's only now with the profusion of cloud-based software in marketing that this form of data analysis has started to take off. 

AgilOne is a US company, launched 2012, now branching into the UK, that provides predictive analytics software. I spoke to CMO Dominique Levin to find out more about this technology.

Is it powerful enough to make one-to-one marketing a possibility and not a fallacy?

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Split testing vs personalisation: fighting for the conversion crown

There is a fight brewing in the conversion rate optimisation (CRO) world. There are two main camps and there’s a whole lot of money at stake.

In the blue corner, we have split testing (AKA a/b or multivariate testing). Split testing has been continually growing in notoriety in digital marketing.

It has firmly proven itself to be highly effective at improving conversion rates and increasing average order values, driving often staggering increases in website revenue.

In the red corner, we have something of a newcomer: website personalisation. This is certainly a buzzword right now and, for the most part, deserves the hype it’s attracting.  Companies that are getting personalisation right are offering superior web experiences to visitors and boosting conversion rates.

Great news, you might think: two practices that can deliver impressive and long-lasting conversion increases for your website. So, which do you put your money on?

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The secret to amazing packaging experiences

How many box openings does it take to create a box that is a consummate joy to open?

While this sounds like a daunting brain teaser, Apple answers it concretely through usability testing.

Only a select few of Apple’s packaging designers have the mundane privilege of opening hundreds of prototype boxes in a secretive packaging room at their headquarters. 

This probably doesn’t surprise you, if you bought an Apple product in the past decade.

Opening the box to your first iPad or MacBook Air might have been an indelible, memorable experience, one in which you couldn’t contain your excitement and surprise as you unraveled the packaging, piece-by-piece. 

If your experience was similar to mine, opening the Apple package was probably so delightful that you may have ironically struggled with the idea of parting ways with the box!

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