3 Ways That 1:1 Marketing Will Disrupt Holiday 2017

What do marketers have in common with kids at Christmas? What do marketers have in common with kids at Christmas? For one, we’re inexorably drawn to the latest hot thing. For the kids, there’s always a must-have new toy, like Hatchimals or fidget spinners. And for marketers, it’s usually the latest tech trend, like chatbots …

3 Reasons Why Holiday 2017 Success Starts With Your Existing Customers

The average American will buy 14 gifts this holiday season, and nearly half of all shoppers will also purchase something for themselves in the process. How do you make sure your brand gets at least a fair share of that spending? Many brands put all of their holiday planning focus on new customer acquisition. But …

4 Fatal Flaws in Traditional Approaches to Customer Identity Resolution

I overheard the following lament from a B2C marketer the other day: “We want to run more customized ads to our best customers, to make each message they see from us seem more relevant. But onboarding our customer data with multiple vendors is so time-consuming. Plus, the match rates aren’t great, and we don’t get …

3 Reasons Why Customer Retention Matters More Than Ever Before

The retail apocalypse is upon us. The first three months of 2017 have seen record-breaking bankruptcies in the retail sector, with 14 chains seeking court protection — nearly total the number for all of 2016. Keeping the interest of today’s digitally inclined consumers has become an Amazonian task for brands across all verticals, of course. …

Why Third-Party Data Can’t Reduce Churn and Build Customer Profitability

If your brand is having trouble with customer churn and profitability, it could be because you’ve been relying too heavily on third-party data for your digital campaign targeting. Certainly, third-party data is necessary when your email or ad campaign goal is new customer acquisition. But the cost per acquisition is so high in many industries …

Customer Amnesia: The Danger, the Cause and the Cure

In the movie 50 First Dates, Henry encounters Lucy in a restaurant, thinks she’s wonderful, and determines to see her again. But when he returns to the restaurant the next day, Lucy doesn’t recognize him. He learns that Lucy has a form of amnesia that causes her to wake up each morning with no recollection …

The New Prerequisite for Brand Loyalty: Make Your Customers Feel Loved

It’s the Age of the Customer, the era of the Internet of Me. Brand names and physical footprints are no longer the decision-drivers they once were. Consumers have turned their trust to whatever they can pull up on their smartphones, from peer reviews to best-selling item rankings. Trends like these have triggered seismic shifts in …