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Digital Marketing

How Personalized Engagement Support’s Today’s Marketing [Video]

When it comes to recent operating system updates from Apple and Google, one theme seems to dominate: Balance. Specifically, how do you balance customer privacy with personalized, memorable messaging?

According to Forrester, “Marketers are amassing data, profiling customers across devices, automating campaigns, and coopting customer values. But by overpivoting in these areas, they’ve creeped out customers who want some level of anonymity and authenticity from the brands they interact with**.”

Finding that balance is more urgent now that our connected mobile landscape allows us to reach users wherever and whenever. After all, more than one third of US households own a voice-controlled digital assistant. And nearly a fifth of Americans check their email right after they wake up. Because customers are connecting with devices almost constantly, it’s a brand’s job to show up consistently—and respectfully. Here’s how:

It’s About Collecting the Right Data

Today’s customers expect personalized, meaningful experiences—in fact, 72% of customerssay that generic color-by-numbers marketing is a turn off. …

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Digital Marketing

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