A savvy marketer can select a solution that enables her to launch personalized promotions that perfectly suit a target customer for a given phase. For example, an offer designed to acquire new customers should differ from the one that goes out with a view to retaining lapsed customers or further engaging the loyal customer. This is where single-use coupons provide immense potential to deliver personalized promotions, allowing marketers to segment their customers into the appropriate marketing phase—acquisition, engagement, or retention.
Dan Slavin: To appeal to all consumers, you must use a mix of mobile channels, such as text, mobile wallet, and apps. Your consumers have a specific preference when it comes to receiving retailer promotional messages. Your mobile marketing strategy must cater to this preference.
Robert Glazer: This year’s Affiliate Summit West conference took place earlier this month in Las Vegas. And just like every year, performance marketing experts gathered to see some of the potential challenges and opportunities the space is likely to see in 2019. This year’s conference gave them plenty to chew on. There were five topics, in particular, that I found to be most important. Here’s a closer look at them.
Bernadette Coleman: 2019 is here. While the focus in recent weeks has been predictions on the digital marketing trends that are expected to emerge this year, I would argue that one of the most important measures brands need to take in 2019 is to implement a full-scale voice search readiness strategy, if they have not already.
SPONSORED, by Neil Sweeney, CEO of Freckle IoT / Killi: The takeaway for 2019 will be consent management. Why is this going to be the trend? Two reasons — the first is because consent management is nonexistent in today’s technology stacks (and, no, the catch-all ‘do you accept’ button will not be sufficient moving forward for consent management). And, second: a compliance/privacy tsunami will bear down on the entire world (not just advertising) in 2019. Every trend in 2019 will tie back to a company’s ability, or inability, to check the box on consent management.