Consumers want a personal relationship with their brands. But they also don’t want to feel as though they’re being spied on or having their personal details used inappropriately by marketers. This is always a delicate balancing act for businesses, no matter what sector they operate in. But for telcos, who are able to draw on… Continue reading When personalization goes wrong – and how to avoid it
We were excited to read McKinsey’s views on personalization The February 2022 view of McKinsey’s Technology, Media & Telecommunications practice, “Unlocking the value of personalization at scale for operators” offers excellent advice for telecoms operators. It describes what this McKinsey practice calls “the key driver of future growth.” Here at Intent HQ, we agree with… Continue reading The future of customer value management is analytics-driven
Personalization needs to be a part of any communication service provider’s (CSP’s) marketing strategy today. Genericized, mass-market campaigns have become ineffective as customers, who have become used to being swamped with thousands of materials on a daily basis, have learned to tune out anything that doesn’t speak directly to them. But despite the benefits of… Continue reading Busting the top 3 myths of Personalization
Data is any business’ most valuable resource. But while this is more true than ever in today’s environment, it’s not the whole story. After all, it doesn’t matter how many billions or even trillions of data points a firm possesses – if they can’t utilize it effectively, it’s doing nothing more than taking up server… Continue reading Insights to activation – turning raw data into truly personalized value
Personalization is not easy. Customers expect companies to recognize and engage with them in real-time. That’s the level of Personalization that we expect as consumers in today’s world. Unfortunately, few marketers are able to act this quickly.
In the Great Competitive Paradox story, we mentioned the concept of the Digital Twin. We described how the FANG companies create a digital profile that represents part of the real customer. They use this profile in order to engage in a more individual way, creating a highly personalised customer experience that in turn leads to a magnetic, sticky attraction to their brand.
Customers today demand personalization We’re witnessing a sweeping change in the way brands sell, service, and communicate with their customers. Instead of being a silent consumer of products and services, the customer is becoming the center of the business universe. Leading brands are listening to their customers and introducing the practice of hyper-personalization. Today’s customer… Continue reading What it takes to win in the age of the consumer
Over the last 20 years, there’s no piece of technology that has revolutionised the way we live and work more than the mobile phone. It has transformed from a clunky curiosity to a powerful pocket computer that is all things to all people.
If attention is the new currency, there simply isn’t enough of it to go around. Click-through rates are in the gutter, adblock use is growing, free reach on social isn’t free anymore, and organic search traffic is declining.