Marketing in the Digital World

As customers, we experience digital transformation all the time—perhaps almost every day. In the past decade alone, the ways we consume music, movies, photography, news, retail, and travel have changed utterly. We are on the cusp of similar transformation of transportation and manufacturing, with the advent of onboard computers in cars, driverless cars, and 3DContinue reading “Marketing in the Digital World”

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B2B Personalization: The New Baseline

Personalization in B2B is more complex than in B2C, and potentially even more rewarding. It is more complex because there are more people involved, and the relevant information is broader. The potential rewards are greater than B2C because the relationships tend to last longer and involve more revenue. Relationships are deeper because they are expensiveContinue reading “B2B Personalization: The New Baseline”

What is Personalization Worth?

As a consultant and researcher in personalization, I have a vested interest in asserting that personalization has immense value to an organization. But flabby assertions don’t help you understand what to invest, or the return on existing in-vestments, or progress toward a goal, or setting the goal to begin with. The leaders in personalization measure,Continue reading “What is Personalization Worth?”

Seeing Your Personalization Vision

An important early step in developing your personalization strategy is articulating, communicating, and committing to a vision. I’m not talking about a mission-statement kind of vision, or a string of wonderful words that make everyone feel good. I’m talking about having a clear idea of what the personalized experience will be like for your customers,Continue reading “Seeing Your Personalization Vision”

4 Steps to Personalization Success

Personalization is gardening. It’s energizing to image the garden in all its perfection. But after you plant it, you have to take care of it. Probably nearly every day. You’re not done until you decide you don’t want it any more. Companies unsuccessful with personalization think buying technology is enough. Or adding product recommendations toContinue reading “4 Steps to Personalization Success”

Preparing for Do Not Track: Personalization and Privacy in 2013

Do Not Track legislation and similar initiatives are at odds with the techniques used to personalize the customer experience. On the one hand, advocates of consumer privacy demand that people control the information that is collected about them, and how it is used. On the other, the web sites and advertising networks want to adjustContinue reading “Preparing for Do Not Track: Personalization and Privacy in 2013”

2013 Prediction: Personalization Leaders Find the Way

Recommendations went mainstream in 2012. Personalization is still in the hands of early adopters. In 2013, the early adopters will figure out personalization, so that in 2014 the personalized customer experience can go mainstream. Vendors in the recommendations space sell personalization, but in 2012, they were delivering recommendations. Their technology supported personalization, but their clients’Continue reading “2013 Prediction: Personalization Leaders Find the Way”

RETAIL BEST PRACTICE: ALIGN CUSTOMER AND BUSINESS GOALS

For retailers, the chief business goals for your web sites are likely revenue, margin, and acquiring and retaining customers. Customers’ goals vary from visit to visit. The most common goals are as follows: • Research what’s on offer to satisfy my need • Compare and consider alternatives • Buy • Realize the benefits of theContinue reading “RETAIL BEST PRACTICE: ALIGN CUSTOMER AND BUSINESS GOALS”

Retail Best Practices for Targeted Merchandising and Personalization

Targeted Merchandising Benefits Merchandising is the practice of maximizing sales by leveraging product design, packaging, pricing, display, and most importantly, selection. Targeted merchandising selects content (including products and offers) for consumers based on traits such as consumer context or behavior, or based on rules set by merchandisers. Targeted merchandising improves the customer experience and merchantContinue reading “Retail Best Practices for Targeted Merchandising and Personalization”