personalization

Six big retargeting mistakes marketers should avoid

Retargeting can be an incredibly powerful weapon in the digital marketer’s arsenal. For some marketers, it consistently produces one of the highest ROIs of all digital campaigns.

But even so, many marketers make mistakes that can reduce the efficacy of their retargeting campaigns. Here is a look at six of the biggest.

A day in the life of… an account manager at Certona

David Hall is senior account manager at personalisation platform Certona, and is the latest of our ‘day in the life’ interviewees.

Hall gives us some insight into the world of AI-powered personalisation, as well as tips for those wanting to get into the industry or choose some software for their own business.

Personalization is nothing without creative empathy

Marketers have the newest technologies at our fingertips that allow us to create and personalize experiences that are truly centered around individuals – a mix of data, artificial intelligence and machine learning capabilities are constantly expanding the experience possibilities.

But here’s what we need to be increasingly careful about: This new technology enables a level of automated marketing that puts brands at risk of appearing unthoughtful.

Four ways to avoid ‘creepy’ personalisation

Personalisation is one of the hottest topics in marketing; the promise of segmenting customers into ‘markets of one’ is alluring for any brand.

But the pushback from consumers is almost as strong. That feeling of being ‘watched’ may be enough for consumers to abandon a website or leave a store.

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.