Is DNA analysis the future of personalized marketing, or a false positive?

Written by Zoé Baillieux on Aug 9, 2019 1:51:42 PM

Recent setbacks point to the need to proceed cautiously in an untested marketplace, but the potential marketing boost could outweigh the negatives for brands and consumers.

What once seemed like science fiction is becoming reality as marketers begin to analyze consumer DNA and other bodily data to deploy campaigns and create products explicitly with an individual's unique characteristics in mind.

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Topics: Personalization

How can marketers prepare for the rise in hyperpersonlaization

Written by Zoé Baillieux on Aug 8, 2019 3:34:57 PM

If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.

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Topics: Retail, Predictive Marketing, Personalization

Distribution: Personalized marketing at the center of this activity

Written by Zoé Baillieux on Jun 12, 2019 2:08:33 PM

In just a few years, the Internet has become the first step throughout the customers complex purchasing journey of a new or used vehicle. Digitalization now requires a personalized marketing strategy, polished content, and optimized lead management, for retailers whose online sites complement vendor applications and compete with traditional infomediaries.

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Topics: Automobile, automotive, Personalization

Digital Transformation can make or break you

Written by Zoé Baillieux on Jun 10, 2019 2:36:42 PM

One-third of companies fear they will go out of business in the next 36 months if they fail to transform their business model  …

Econsultancy has just published, in partnership with Sitecore, a report entitled "Reinventing Trade", which provides a snapshot of the global commerce market.

The obligation to transform
This research reveals that 60% of companies say their business model is under very strong or strong pressure to adapt to changing market conditions, with one third worried that this pressure could threaten their existence in the next 36 months.

A majority of the companies surveyed identified a new source of growth by combining business expertise with personalized and tailored customer experience.

Two-thirds of respondents agree that by creating personalized content tailored to their customers they can compete with the big brands.

E-commerce , an engine of growth
While enthusiastic about the potential for improved business outcomes from creating an appropriately customized customer journey, respondents generally have doubts about being able to work with and against powerful players such as Amazon and Alibaba and measure up to them.

Almost the same percentage of respondents consider that e-commerce markets are a significant opportunity for growth (47%), but (46%) are worried about working with them.

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Topics: Digital Transformation, Personalization