Category news stream

Customer-Centric > Personalization

Stats Show List Segmentation Tools Provide Significant Lift in Email Clicks

February 24, 2017

Email marketers have long looked at segmentation as a leading way to increase email response rates and have made it one of their top email priorities. Recently, MailChimp dove into its customer data to provide stats demonstrating┬áthat segmentation does actually work. Read more »

Which Account-Based Marketing Tactics Seem to be Working?

February 17, 2017

Not surprisingly, the leading objective of account-based marketing (ABM) is to grow revenues per existing account, although many marketers are also hoping that ABM will increase their number of new accounts, according to a new study [download page] from Ascend2 and its Research Partners. The survey delves into the tactics marketers are finding effective as well as those requiring the most effort. Read more »

What Types of Experiences Influence Millennials’ Brand Loyalty?

February 15, 2017

Almost two-thirds of American adults feel that the types of experiences that make them loyal to a particular brand or provider have changed to some degree over the past 3 years, research from Accenture Strategy has found. For youth, product and service experiences are becoming more important drivers, as is trust in data privacy. Read more »

Improving the Customer Experience Proves The Top Opportunity for 2017 And Beyond

February 15, 2017

Improving the customer experience will continue to be a top opportunity in the coming years, according to a recent study [download page] from Econsultancy and Adobe. A leading 22% share of company marketers surveyed indicated that optimizing the customer experience would be their most important opportunity this year. Read more »

2017 Marketing Budget Trends, by Channel

February 13, 2017

Which channels are marketers going to be investing more - and less - in this year? A review of studies from Econsultancy [download page] and Gartner offers a window into marketers' plans for this year. Hint: social media marketing appears to be ripe for further spending, and enthusiasm around content marketing remains healthy. Read more »

Enterprise Organizations Focus on Personalized Marketing to Meet Customers’ Needs

February 6, 2017

Only 1 in 4 business leaders believe that customers are loyal, while 62% feel that the concept of loyalty is close to - if not already - obsolete, according to a Forbes Insights study [download page] produced in association with Gap International. The survey of business leaders from companies with at least $1 billion in annual revenues reveals that in an increasingly customer-centric environment, personalized marketing is the top area of focus. Read more »

Online Shoppers Say Search Is The Most Important Factor in A Great Digital User Experience

February 3, 2017

When shopping online, easy search functions trump fast websites and easy checkout as the most important factor in a great digital user experience, according to [download page] a survey from Episerver. Personalized content, meanwhile, is the least important of 5 factors ranked by the most than 1,100 US online shoppers surveyed. Read more »

How Customer Service is Working With Marketing

January 30, 2017

Customer service and marketing are becoming more intertwined, especially considering the impact that service experiences can have on customer retention and loyalty. A new report from Salesforce [download page], based on a survey of more than 2,600 service professionals, outlines the ways in which service teams are collaborating with marketing, noting that almost two-thirds have shared goals and metrics. Read more »

Product Comparison Difficulties the Top Frustration With Retail Stores

January 27, 2017

Despite indications that consumers (including digital natives!) prefer shopping in-store to online, 4 in 10 consumers worldwide (31% in the US) consider shopping in stores to be just a chore that has to be done, according to a recent CapGemini survey [pdf] of 6,000 consumers across 9 countries. Read more »

Majority of Retailers Expect to Accept Apple Pay by Year’s End

January 23, 2017

More than one-third of top North American retailers accept Apple Pay (36%) and PayPal (34%), and an additional fifth expect to accept these payment options within a year. That's according to the 18th annual POS/Customer Engagement Survey [download page] from Boston Retail Partners (BRP), which is based on a survey of more than 500 top North American retailers. Read more »