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Customer-Centric > Personalization

State of Marketing Report Shows Growing Use of Various Channels, Troubles With Message Personalization

June 21, 2017

Salesforce Research has released its 4th annual "State of Marketing" report [download page], surveying the landscape of the evolving function. While the study covers several different areas, one particular takeaway underscores the rate of change, at least in channel usage: marketing leaders responding to the survey estimated that on average, one-third of their budgets are spent on channels they didn't know existed 5 years ago. Read more »

B2C Decision-Makers Agree: The Email Address Is the Most Valuable Piece of Customer Data

June 15, 2017

Email marketing is consistently said to be the most effective digital tactic, so it's perhaps not too surprising that B2C decision-makers are more likely to see customers' email addresses as valuable than their phone numbers or social logins. That's the view of more than 100 US B2C marketing/advertising decision-makers at director-level or above surveyed by [download page] Forrester Consulting on behalf of LiveIntent. Read more »

Top 10 Marketing Charts of the Month – May 2017

June 7, 2017

This month's quick-hit set of top charts includes the following topics: population shares, by age bracket; media consumption trends; media advertising heavyweights; most tolerated ad types; brand behavior on social media; email innovation efforts & KPIs; B2B digital priorities; inbound marketing challenges; and programmatic's "tech tax." Read more »

Loyalty Programs Continue to Affect Shopping Behavior, Members Say

May 31, 2017

Member satisfaction with loyalty programs is gradually rising but could still use improvement, according to the latest annual "Loyalty Report" [download page] from Bond Brand Loyalty. Some 46% of respondents to the survey report being "very satisfied" with their loyalty programs, up a couple of points from last year's study, with financial programs earning the highest level of satisfaction from US members. Read more »

Majority of TV Dollars to Soon Be Traded Programmatically, Advertisers Predict

May 11, 2017

There'll be an inflection point in TV buying in the near future, a majority of TV and digital video advertisers predict. In fact, some 64% of decision-makers surveyed by Videology and Advertiser Perceptions [download page] believe that within the next 3-5 years more than half of TV buying industry-wide will be done programmatically. Read more »

Heavy Online Media Consumers More Open to Targeted Ads

May 11, 2017

Heavy digital media users are more likely than the general internet-using population to prefer seeing advertising relevant to their interests, per recent research [download page] from Kantar Media. This greater desire for relevance is likely what's behind a greater receptiveness on their part to targeted advertising, according to the survey of more than 5,000 internet users. Read more »

Collect This Type of Data And You’ll Upset A Majority of Consumers

May 9, 2017

Nearly two-thirds of consumers in the US and UK say they would be upset to know that marketers had their salary information, according to a BlueVenn report [download page]. A majority of respondents would likewise be upset if marketers were privy to their credit rating (58%), private social media data (56%), smart home data (56%) and internet browsing history (52%), according to the report's findings. Read more »

Email’s Not Dead; Brands Are Innovating With It. Here’s How.

May 1, 2017

It wasn't so long ago that email was supposed to die at the hands of social media as a communications channel. But brands have been sending more email, consumers have been doing the same, and marketers continue to rate email the most effective digital channel. But what are they doing to get better? A report from Econsultancy and Adestra [download page] offers some insights. Read more »

Travel Industry Satisfaction Climbs: Which Companies Are Leading the Field?

April 27, 2017

Airlines are enjoying the highest reported customer satisfaction score since 1995, according to the American Customer Satisfaction Index (ACSI). The index for airlines rose to 75 on ACSI's 100-point scale, which is a 6-point boost over a 2-year period, and an improvement of 4.2% from last year. Read more »

Baby Boomers Show Some Apathy Towards Digital CX Initiatives

April 27, 2017

Generational differences might play a larger role in attitudes toward digital innovations than company executives originally thought, according to research [pdf] from the IBM Institute for Business Value. Indeed, the data highlights Baby Boomers' relative lack of interest in embracing new initiatives compared to younger age groups. Read more »