Personalisation

Three trends shaping the future of customer engagement in marketing

What is the future of customer engagement?

A few decades ago, the most effort that the average brand made to “engage” with its customers would be broadcasting a message at them via a billboard, magazine, or television ad.

The best way to persuade customers to buy products was thought to be by proclaiming their greatness, usually in a catchy or memorable way, to as wide an audience as possible.

How tourism boards are using personalised content

According to research by Skift, the majority of travel companies around the world are experimenting with at least some form of personalisation.

It’s been suggested that consumer resistance to sharing data is complicating matters, with this – to some extent – leading to limited success.

How to think strategically about email personalisation

Consumers receive marketing information on a plethora of channels, with email remaining one of the most effective. It is the most highly ranked marketing channel for return on investment, with three in four marketers rating it as either ‘excellent’ or ‘good’.

With 80% of consumers being more likely to make a purchase from a retailer that tailors offers to their preferences, retail marketers should focus on personalizing email communications to further increase ecommerce revenue and customer loyalty.

Why brands need to combine digital self-service with a human touch

In the past decade, brands have invested heavily in digital and mobile experiences that reduce friction and let customers do more on their terms.

Today, it’s possible to have Alexa summon a Lyft and design a pair of custom Nikes without leaving the house.

But in this era of mobile-first, do-it-yourself, digitally-driven experiences, some brands have forgotten that consumers still need a helping hand. At a time when expectations are high and stress thresholds are low, companies risk losing consumer trust by neglecting human connection.

l'occitane personalisation

How L’Occitane brought a personalised in-store experience to mobile

Among the digital products and services we use day-to-day, personalisation is increasingly becoming the norm.

From emails that address us by our first name to search engines that remember our history and preferences, to the sophisticated recommendation engines built into the likes of Amazon, Spotify and Netflix that learn and cater to our tastes, as consumers we are coming to take personalisation for granted wherever we go.