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It’s digital marketers’ ultimate prize: consumers fill up the internet with their ideas, preferences and interests. (This is the big, big data, people!)
Turn that into real-time offers on your website, and jackpot! Angels sing. All the web’s kittens dance. And you’re badder than honey badger overnight.
A whole host of technologies have emerged to make this happen. Marketers have no problem finding solutions to personalise their websites.
The core challenge remains: what’s the best way to do personalisation?
It's a well-known fact that relevance is one of the points to focus on when sending promotional email messages to your customers. Data is relevance!
The data you gather from your customers and store into your central database provides you with tools to create relevant and timely messages.
By segmenting your marketing database into relevant target groups, you are on your way to get the most out of your customer data.
Representatives from Abercrombie & Fitch, Saks, and Maxymizer, a multivariate testing, personalization, and optimization firm, gathered last week at Econsultancy’s JUMP event in New York to discuss how retail can solve the riddles posed by today’s technological advances and changing consumer habits.
As retailers try to connect the shopping experience over multiple channels, this was a perfect discussion for all those looking to create a better retail journey for their customers.
Though email has been with us for the lifetime of most digital marketers, I think it has the potential to be an exciting space, if marketers are able to look at it as a new and exciting channel just as they think of social media.
Agencies are beginning to merge email and social as they see personalization at the core of the success of both channels. This is one area we'll see grow in 2013 but what else is in store for us when it comes to email?
A business can't survive and thrive without customers, but when it comes to understanding customers, many companies feel like there's a huge gap between what they know and what they need and want to know.
In fact, companies "are desperate to understand more about their customer" according to Yesmail Interactive president Michael Fisher.
For many B2B businesses, email is an important channel for marketing to customers and potential customers. And, in many respects, B2B companies have opportunities to use email to build relationships in ways that B2C companies can't.
Yet relationship building is hard, and despite the opportunities email provides as a channel, many companies fail to take advantage.
I came across a controversial article that caught my attention the other day. It was a statement. "People hate email that names them."
The intended focus of the article was to suggest to startups that they shouldn’t be starting their emails with Dear [Name] because a study by the Fox School of Business had apparently found that 95% of people responded negatively to emails that greeted them.
Facebook's massive reach is well-established in the minds of marketers and business owners, but according to Sociable Labs CEO Nisan Gabbay, they often "don’t quite get how pervasive the service is in people’s lives".
How pervasive is it? An analysis by his company, which looked at more than 450m visits to various retail websites, found that more than 50% of visitors were logged into Facebook while browsing.
What's more: even though there was variation of the logged-in percentage across age groups, well over a third (40%) of middle aged visitors were logged into the world's largest social network too.
Mobile is potentially the holy grail of marketing. Billions of individuals around the world own a mobile phone, and for many, the mobile phone has become the most important, most frequently used communication tool.
With smartphone adoption soaring, marketers can increasingly reach mobile phone owners in compelling ways. But that doesn't mean mobile marketing is delivering ROI.
You'd think that after being caught red handed copying Google (or not), the engineers at Bing would come up with something original. But copying Google is just far too easy.
Sarcasm aside, Bing announced yesterday that it has added new personalization and localization features closely resembling similar features Google has had in place for some time.
The iPad? Hot. Social media? Hot. Magazines? Not so hot.
What do you get, however, when you put them all together? One startup is trying to find out, and some notable venture capitalists and angel investors were eager enough to pony up $10m to help it.
Facebook's changing approach to privacy has been well documented. But things could get more serious if marketers get cold feet about instant personalization.
Facebook's early missteps with behavioral tracking have angered many consumers, but if marketers fail to take advantage of the company's new preference sharing tools, it could all be for naught.