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My aim with these articles is to cover some of the most important needs in hospitality and explore how brands can use digital touch points to deliver.
At Econsultancy's recent Creative Programmatic conference, I was struck by a healthy scepticism towards some areas of personalization.
Then this morning I read a beautifully concise post from the Ad Contrarian.
I'll quote from both the conference and the blog post and you can make up you're own mind as to the dangers posed by personalization to the art of advertising.
In the recent Econsultancy/Adobe Quarterly Digital Intelligence briefing, 25% of companies said they placed most emphasis on "making our experience as personalised and relevant as possible" in terms of improving the overall customer experience.
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.
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?
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.
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.
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...
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.
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.
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.
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.