Consumers have had enough of mass-marketing. And who can blame them? From the very beginning of their engagement with a brand, they’re bombarded with marketing messages. First there are the requests to accept consent terms and opt in to cookie tracking, then the requests to sign up for newsletters and offers, then the requests to register for text alerts, email blasts, push notifications and more.
Customers want true personalization when they interact with brands. That’s a fact backed up by a lot of research and real-world experience. But there’s a fine line between giving people what they need and overreaching to the point where your efforts become invasive or creepy.
Discover the shift from third-party cookies to privacy-focused marketing and how brands can adapt for a trust-based future in digital advertising
Getting customer segmentation right is easier said than done. In many cases, businesses’ efforts are hampered by complex data analysis processes that may require a large investment by the data science team or the use of third-party consultants to develop the right models. Because these efforts take so long and are so expensive to complete, […]
Effective personalization should be the goal for any marketing campaign. Generic, mass-market efforts often fail to engage with customers and offer a very poor return on investment.