Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "personalization"
- Most companies are taking too long. And many are not making full use of email personalization, Conversica reports.
- A study by Razorfish and GWI examines how brands walk a fine line between respecting boundaries and creating authentic, personalized experiences, showing that one wrong move can be detrimental to consumer trust in a brand.
- Businesses in the Americas and Asia-Pacific region tend to make personalization a greater priority than those in Europe.
- In order to re-engage inactive members of the Bonvoy loyalty program, Marriott's marketing team reached beyond its own first-party data. By layering in third-party data, the team identified key sub-segments and themes for crafting more personalized appeals. Marriott International, Director of Loyalty Program Marketing, Leigh Strickland, shares their learnings from marrying the right data with targeted offers and messaging to re-activate the deactivated.
- Delivering a relevant, timely and personalized experience to customers, but how do you do it no matter how many people are on your team? OpenTable's Senior Director of Engagement Marketing, Nikki Snowhite, shares her strategy, tips and tricks on how to make the most of your team, amplify and automate your assets and create internal processes that optimize customer experience. You can watch the entire interview here:
- Personalization can be an email marketers' best friend or worst nightmare. Using data provided directly by a customer can create challenges you may not anticipate. Ally Financial Inc.'s Marketing Director: Email Marketing, Domain Management, and Brand Protection, Donna Lyon, discusses why it's essential to understand your data, where the data came from, and review/test the data within each new campaign to reduce the risk of a poor customer experience.
- A common data model has been critical to Whataburger's radically personalized...and personal...approach to all aspects of the digital experience for customers. Whataburger's Digital & Strategy Director, Keith McLellan, explains how its deep profiles recognizes at all touchpoints who you are, what you like and buy, and how. And perhaps most importantly they know when you stop buying and how long they have to win you back. This level of super-segmentation allows for crafting highly personalized and more emotional appeals, to know who to message, how and especially when, to create a data driven but very human digital conversation.
- One new tool is a multilingual email collector that lets users to send email or SMS invitations in local languages.
- The biggest barrier to personalization at scale is a lack of consistent audience segmentation across channels.
- About three quarters of U.S. consumers said it's acceptable to receive more relevant ads based on the media they consume.
- While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health, sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.
- Sixty-two percent of people in the U.S. have never demanded that a business delete their personal information.
- Young people and high earners share video and personalization preferences, Idomoo reports.
- Through a combination of app and loyalty program usage along with local events, Fazoli's is crafting a data strategy that funnels local intelligence back to franchisees and managers so they can interact with customers in more personalized ways. At MediaPost's Brand Insider Summit QSR, Fazoli's Senior Manager/Brand Marketing, Erin Stevens, shares how cross-functional teams across the organization use this data to test and learn new engagement tactics as well as inform individual outlets how to better serve customers.
- There is some "mismatch in consumer expectations" compared with retailers, as most consumers believe there will be less items on sale and lower discounts. Some retailers say they have an excess of inventory and plan to put more items on sale.
- Ad trends data from AdTheorent found 57% of U.S travelers consider themselves "revenge travelers" -- making up for lost time due to the pandemic. Some 83% plan to splurge on travel expenses this year, beginning with summer vacations.
- Brands hope to improve their customer experience and improve personalization by exploring new channels, according to a study from Productsup, conducted by Forrester.
- Many consumers describe personalized ads as "annoying," but others say such messaging is "useful" or "enjoyable."
- Good personal experiences help to build trust in brands, while "bad" personalization can be destructive.
- "We are writing to urge you to immediately end all surveillance advertising to children and adolescents, including the use of artificial intelligence to optimise the delivery of specific ads to the young people most vulnerable to them," Fairplay, Accountable Tech, the Electronic Privacy Information Center, Fight for the Future and 42 other organizations say in a letter sent Tuesday to CEO Mark Zuckerberg.
- Timing is everything...especially in personalized messaging. Ochsner Health leverages real-time email responses to patients' online and offline behavioral triggers to build genuinely conversational experiences and keep their members healthier. What can brand marketers learn about customer journeys from the way a major hospital network treats patients? It's all about letting the user drive the conversation, not technology or marketing.
- Privacy concerns are driving 86% of marketers to invest more in first-party data and 77% in zero-party data, the CMO Club and SheerID report.
- A century ago Betty Crocker taught us everything we needed to know about authentic consumer engagement. From personalized connections to data collection to creating engagement and innovation loops. General Mills' CMO, Ivan Pollard, explores how the company draws lessons and inspiration from this CPG icon.
- Consumers crave community and social interaction. Data collected about the telehealth industry shows consumers want convenience, but also in-person personalized experiences.
- In this week's analysis of Bombora's Company Surge data, "real-time personalization," "brand voice," and "content personalization" were among the top five trending topics among the MediaPost 500.
- When Policygenius streamlined its manual insurance matchmaking process and redesigned its email program, the brand needed to maintain its roots in human connection while providing expertise to guide customers through the insurance shopping process. Sometimes it's the little things, it turns out, that keep messaging personal, not just personalized.
- As "ad choosers" -- those open to online advertising on their terms -- become more prevalent, Dentsu is partnering with Brave Software to understand how advertising impacts key branding metrics for its advertisers vs. other digital campaigns.
- Some companies believe unless they achieve CX transformation now they won't be around in 10 years -- but most think they're doing fine. Customers don't agree, Merkle reports.
- Deloitte describes technologies that can help retailers create bespoke customer experiences.
- A Google study testing the use of audience cohorts -- people with similar browsing histories and interests who can be targeted collectively -- intends to support the end of individual cookie targeting and cross-site tracking. It almost seems like a step backward by stepping sideways to achieve its goal.
