It’s becoming clear that we’re headed toward a new vision for our devices: the Phone as a Service (PaaS). Yes, sounds crazy, but look at the parallels between your phone and how/why other “X”s have become services:
X-as-a-service (XaaS) is delivery of X directly via the internet, eliminating the need to use and manage multiple and independent solutions on locally hosted devices, right? So, PaaS is the delivery of personalized media via the phone, eliminating the need to use and manage multiple and independent, locally hosted apps. We’re already seeing that happen.
Using first-party data is a win-win. As marketers, you are fostering an ongoing relationship with your customers and prospects by better communicating and serving them. But there needs to be a strategy and long-term commitment. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential. It takes the right strategy and technological infrastructure in place to activate first-party data at scale.
Pundits have speculated that loyalty is becoming less and less important as mobile and especially voice search drive the consumer toward the most convenient purchasing options. That may be true, but the report indicates loyalty remains a powerful factor, with 53% of consumers saying they are more likely to buy from a retailer they know and trust.
The data that The Vitamin Shoppe collects in its CRM is used to create 360-degree views of each customer so that in-store associates can see in real time when customers have earned new awards and offer more personalized product recommendations based on previous purchases.
As technological capabilities accelerate and data regulations increase, brands should home in on data privacy. Focusing on data transparency will ensure you stay out of legal trouble while also earning more loyal, trusting customers. Consumers understand that you have data — it’s how you use it and share your practices that can make or break these important relationships.
Although 94% of C-suite leaders consider customers’ data to be of paramount importance, privacy continues to be a hot-button issue. Data privacy practices have come under increased scrutiny with the passing of regulations such as the General Data Protection Regulation, aimed at protecting individuals from the misuse and exploitation of personal information. Even as consumers continue to debate the tradeoff between convenience and control, one thing is clear—they are craving a more intuitive and personalized experience. How, then, can companies reconcile the differences and walk the tightrope as they acquire a 360-degree view of their audience?
Gamification is one path forward.
Amid accelerated disruption in digital media, consumer touch points continue to fragment. That includes a growing list of interfaces and delivery channels for content—everything from smartphones to watches to headphones and speakers. So what’s a marketer to do?
This is the topic of Jeff Hasen’s third and most recent book, The Art of Digital Persuasion, which we discuss with the author on the latest episode of the Heard on the Street Podcast. In addition to lots of marketing tactics, Hasen has also learned a lot in a career that includes work as both a journalist and an ad agency exec.
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.
Brushing aside customer surveys and other imprecise measures of customer loyalty, location intelligence firm Foursquare released a location-based report this morning that evaluates best practices and practitioners in loyalty among casual restaurant chains.
Most importantly for future considerations, the report suggests that brands can improve loyalty in all four of the areas that contributed to its index.
What do Google’s AI-fueled search results, 5G, and marketing champagne all have in common? They’re the central topics of a roundtable discussion on the latest episode of Street Fight’s podcast, Heard on the Street.
As we do quarterly, this is a bonus episode that puts aside our typical interview format and instead invites the leading thinkers from the Street Fight newsroom and executive ranks to discuss news and insights that are top of mind.
As data science continues to collide with digital marketing, customer behavior metrics are reaching new levels of actionable insight. But counteracting that advantage is the growing fragmentation of devices and platforms used in the path to purchase, making it harder to get a single view of the customer.
This is the world of customer data platforms (CDPs), and it is where Amperity hangs its hat. With a technological edge and specialization in identity, VP of strategic services Matthew Biboud-Lubeck explains to us on the latest episode of Heard on the Street how the company helps brands get the insights they need to better serve their customers.
Mihm to Blumenthal: The famous Jeff Bezos quote comes to mind: “Your brand is what other people say about you when you’re not in the room.” Increasingly, the room is not a physical place but a virtual one—and it’s not a place you own. Reviews really bring the need to run a decent business at your core into stark relief.
The push into AR can be seen as a way for brand retailers to differentiate themselves from Amazon, bringing the in-store experience into the online world. It’s also a way for retailers to jumpstart word-of-mouth marketing, with the hope that using innovative technologies is new ways will have a viral effect and get people talking.
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.
Customer engagement and loyalty solution Narvar, which has tripled in size over the last year, announced on Tuesday its acquisition of Kronos Care, a fellow customer engagement startup founded in just 2017. The move will help Narvar conquer the European market, bolstered by the local expertise of the Paris-based Kronos.
“For brick-and-mortar businesses, the focus on driving foot traffic through mobile couponing is even more important due to the convenience of online shopping. We see mobile coupon platforms becoming ubiquitous and affordable for even small businesses to create, design, and distribute their own coupons,” Katie Wilson, CEO of TapOnIt and a digital advertising veteran, tells our senior editor Stephanie Miles.
More and more, local retailers are understanding the importance of finding a loyalty program that works for them. Klosebuy, a Fort Lauderdale-based loyalty solution vendor, has recently discovered the difference that its product can make for small businesses.
Location marketing is changing the way people shop in the real world, potentially decreasing the role loyalty plays in purchasing decisions as consumers prioritize convenience. According to the results of a new study commissioned by the location marketing platform Uberall, 82% of shoppers have done a “near me” search on their smartphones.
Many brick-and-mortar businesses struggle to track and market to their customers in a way that generates additional sales. A startup called Bridg is looking to change that by launching a platform designed to help restaurants and retailers connect with “previously invisible” customers.