As we have noted before, customer personalization is an important tactic for marketers — both online and offline.
Recently, Neustar (a data-driven intelligence firm) published an interesting report on personalized marketing:
“Customers expect it. Technology enables it. Brands who can deliver it are generating huge increases in ROI. Personalization has gone way beyond simply adding a customer’s name to a communication. Customers increasingly expect highly relevant content in the right channel at the right time, whether they’re on a brand’s Web site, a social network, or in their E-mail inbox. For brands, delivering this one-to-one experience at scale – to thousands, or hundreds of thousands of prospects and current customers – requires leveraging sophisticated data sets, processes, and platforms.”
“It’s no surprise that many marketers are struggling. In a recent survey by Digiday and Neustar of 100 digital media and marketing executives, more than half (53%) reported ‘always’ or ‘often’ struggling to personalize their marketing at scale. Marketers know they need to make their marketing personal, but aren’t sure how to do it at a scale that makes it cost-efficient. The challenges include data quality, difficulty of activation across online and offline channels, and a lack of understanding of the components of the process. [Our] A–Z deals with the latter.”
Click the image to download Neustar’s report.
Nestled in between Black Friday and Cyber Monday is a newer shopping promotion called “Small Business Saturday.” It generates several billion dollars in revenues annually. Founded by American Express in 2010, this shopping day is intended to promote the importance of supporting local businesses:
“In 2010, American Express founded Small Business Saturday to help businesses with their most pressing need — getting more customers. The day encourages people to shop at small businesses on the Saturday after Thanksgiving. The single day has grown into a powerful movement, and more people are taking part than ever before. This year, the big day is Nov 29.”
To assist small firms, American Express offers many tips. Click the image to see them.
And to assist shoppers, American Express has a locator for participating stores. Click the image to access it.
Trendwatching.com puts out a lot of excellent multimedia information on what’s happening now — and where things are headed. As Trendwatching.com notes at its Web site: “We help 260,000+ subscribers and 1,200+ clients understand the new consumer and uncover innovation opportunities.”
Recently, Trendwatching.com published interesting reports about expected 2015 trends in three different regions of the world: Asia, South and Central America, and Africa.
Click the images to access these reports.