Topic Personalization

Although COVID-19 undeniably disrupted the tourism industry, many U.S.-based destinations brought in a good number of visitors last year. Even in the midst of a pandemic—and likely at least in part due to the pandemic—we saw that people craved a change of scenery in 2020.

The pandemic has caused significant P&C losses estimated at $100 billion, so for insurance marketing, the need to acquire new policy holders is a top priority.

2020 has been the year of the customer data platform (CDP), and it’s easy to see why.

2020 has been the year of the customer data platform (CDP), and it’s easy to see why.

The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them. Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities. Savvy entrepreneurs found smarter, cheaper…

The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them. Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities. Savvy entrepreneurs found smarter, cheaper…

Brands want customer relationships that drive performance. It’s a simple statement, yet the pressure on the C-suite to drive growth is palpable, especially in times of disruption and uncertainty.

Brands want customer relationships that drive performance. It’s a simple statement, yet the pressure on the C-suite to drive growth is palpable, especially in times of disruption and uncertainty.

When introducing the concept of artificial intelligence (AI) to clients, I often start with a few basic questions:

Consumers want it free. They want it now. They want it to be relevant. They want it personalized.

The unexpected hit of COVID-19 has jolted the retail world into a need for transformation. In March, when stores were suddenly shuttered, retailers had to quickly pivot their omnichannel approach, from evaluating brick and mortar to creating contactless customer experiences.

A few destinations are beginning to reopen—and just in time, as it’s currently National Travel & Tourism Week.

Hard-hit retailers are considering the best ways to pivot during this turbulent time. Many traditional specialty and event-based marketing communications have been muted, redirected or downright cancelled. CMOs are erring on the side of caution with reduced promotional activity to avoid inadvertently appearing tone-deaf or insensitively lighthearted.

In order to flatten the curve of COVID-19, restaurants have been ordered to close their doors to customers. While we hope businesses will reopen safely in due time, we’re left to navigate these unchartered waters.

Several marketers are still operating under data silos. While data sets are being compiled to enhance the transactional power with the goal of wanting to achieve a 360-degree consumer view, they often don’t offer the full 'data picture' to understand the whole consumer.

You mention to your spouse that you need to pick up a new dog bed, and suddenly you start seeing ads for dog beds in your social feeds. Is your phone or smart home assistant listening? Maybe.

Last week I had the opportunity to attend eTail West where over a thousand retail-focused marketers gathered to learn about what’s disrupting the industry and discuss a number of key topics, some of which include measurement, how to rebrand your loyalty program, marketing automation, the role of data, best practices for the design of retail, the importance of creating a personalized experience for each consumer…

In today’s hyper-connected digital age, consumers are in the driver’s seat. Armed with multiple devices and channels to engage with brands, consumers are conditioned to get the information, products and services they want—instantly and from anywhere. To win them, brands must be prepared to engage at critical decision points along their path to purchase.

There’s a myth in the marketplace of how “third-party data is dead,” especially given the significant changes in policies, privacy and compliance requirements. Some brands think third-party data leads to cost inefficiencies, but typically, these brands are leveraging data from an unknown, non-validated source resulting in poor data quality.

Direct-to-consumer (DTC) brands are known for killing it with performance marketing. They’ve grown up online, and they know how to move customers through the funnel with precision.