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BizReport : Advertising archives : December 26, 2014

Experts: How to capitalize on consumers' need for personalization

Consumer expectations are rapidly shifting to a cross-channel, personalized, real-time world. Consumers have quickly grown accustomed to streaming video providers that remember where they've left off when they switch between a laptop and tablet, airlines that notify them of upgrades or impending flight delays on their phones, and stores that allow shoppers to place an order online and then pick up the items in a brick and mortar store just down the block.

by Kristina Knight

Content consumption will be one of the first places we see a difference, posits one expert.

"Rather than visiting websites and portals to consume content in a static experience, increasingly consumers engage models that allow relevant content to 'find' them where they are. Content curation tools and social media sharing behaviors have turned the world of content consumption on its head. In 2015, the winners will be advertisers that find ways to tack into this evolution, packaging and delivering their message in ways that can be delivered seamlessly to a consumer inside an experience they define," said David Shay, SVP of Marketing, CPXi.

That experience is where personalization will come in. According to one expert, this need for personalization will drive an increased push for identification.

"In 2015, marketers will focus on the ability to connect customers as they travel from smartphone to desktop to store to call center - not just for tracking customers, but to build rich profiles of their likes, behaviors, purchase histories and loyalty status," said Mike Sands, CEO, Signal. "2015 will be the year that marketers make first party-data their top priority. For many years, marketers relied too heavily on third-party data. It was convenient to buy tons of data, though it wasn't cheap. And the practice inspired some bad habits among advertisers, who assumed that the data was fresh and true, and targeted their ads accordingly."

Email may help marketers reach a deeper form of personalization as savvy marketers adapt their email presence to more deeply connect with consumers.

"[Email] is becoming more dynamic, using device type and recipient location, and more personalized, based on past user behavior and enriched demographic data. Marketers must not overlook the importance of email as a key if not central part of their marketing strategy. Email may be heading towards middle age, but it's still the marketing breadwinner after almost 40 years," said Tony D'Anna, CEO, PostUp.

Image via Shutterstock

Tags: advertising personalization, advertising trends, CPXi, ecommerce trends

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