The Middle Ground on Personalization

What is the most viable critique of personalization, and what form should personalization take to provide real value to marketers and consumers?

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The Future of Personalization Requires Direct Engagement with Consumers

We can probably all agree that to attempt personalization and get it wrong is worse than not doing it at all. No one wants to invest significant money into data collection to not see the ROI, and consumers don’t want to see irrelevant messaging from brands. So, how can marketers effectively personalize their communications and understand the human they are trying to reach behind the screen?

Marketers Struggle to Balance Personalization and Privacy

While consumers are increasingly coming to expect personalization in their inboxes, too much personalization can damage trust and steer customers away. Nobody wants to feel like they’re being watched, but recent surveys show consumers are also growing increasingly frustrated with marketing materials that aren’t targeted enough.

Expert Roundup II on Personalization and Zero-Party Data

Street Fight’s theme this month is personalization and data parties: a current obsession of adtech players as well as the advertisers they serve. Businesses are figuring out how to provide relevant experiences to customers online with comparatively little data at their disposal; we’re here to cover the evolution of their struggle.

Expert Roundup on Personalization and Zero-Party Data

Street Fight’s theme this month is personalization and data parties: a current obsession of adtech players as well as the advertisers they serve. Businesses are figuring out how to provide relevant experiences to customers online with comparatively little data at their disposal; we’re here to cover the evolution of their struggle.

The Future of Data Privacy Laws and What it Means for Marketing

More than ever, marketers need to rely on engaging consumers with helpful information and helping customers achieve success. Modern consumers do not want to be inundated with troves of information to which they cannot relate. They want to come across information and products that are useful to them when and where they need them most.


Street Fight’s February Theme: Personalization and Data Parties

The martech industry has been having an intense conversation over what level of personalization is appropriate, effective, and feasible and how companies should collect data to drive that customization. This month, Street Fight will focus its coverage and opinion columns on personalization and the various kinds of customer data as determined by degrees of proximity to the consumer.

What is Experiential Personalization?

3radical has a beef with what the martech industry calls personalization. As CEO Michael Fisher puts it, “Serving a consumer a digital ad for a raincoat because that consumer was recently looking elsewhere at raincoats isn’t personalization.”

What’s Next for Personalization and Digitization in E-Commerce

We’ll see the evolution of two major e-commerce trends in 2022. First, e-commerce retailers will work to make their digital homes less of a copy of every other e-commerce site and more of a destination that users want to spend time at. Second, the line between brick-and-mortar and digital is going to become fuzzier and less defined.

Personalization’s Chief Risk and Reward: Identity Reinforcement

Martech is not an industry that merely measures or codifies consumer behaviors, interests, and identities. It is an industry in the business of manufacturing identities. And that is an awesome political and economic power in both the positive and negative senses of the word.

Personalization is Transforming as Privacy Forces a Consumer Data Drought

Facebook’s strategy change points to a much broader shift in digital marketing. The disappearance of third-party cookies and mobile IDs — and the granular customer data they supply — is forcing businesses to rethink how to ‘personalize’ marketing strategies. Facebook’s strategy suggests the future of personalization in marketing could hinge more on customer experience and less on ads.

How to Strike a Balance Between Personalization and Privacy in Marketing

So, how does one strike the perfect balance between personalization and privacy in terms of marketing? On the path to personalization, there are a couple of key things that businesses should focus on.

Adapting Retail Marketing Strategies to Fit the Endemic Era

Now is the time for retail marketers to plan and once again adapt their strategies for long-term success in what is becoming a highly competitive digital market. Let’s explore how to reach that success.

Google Local Search Trends I: Personalization

Though it’s not always easy to find the common threads in Google’s complex evolution of the local search consumer experience, some themes do stand out, such as the drive toward increasingly personalized search results, which I’ll be covering in this initial entry in the series. Fortunately for marketers, personalization, along with the other themes I’ll cover, offers numerous opportunities to outpace the competition and convert more searchers into buyers. A better understanding of these emerging trends will help marketers prioritize their efforts.

The Data Balance: How to Deliver Privacy and Personalization

It’s possible for merchants to provide personalization alongside customer data privacy—in fact, it’s a must for businesses that want to retain customer trust and remain viable. In order to balance using data for personalization with respecting customers’ privacy, it’s important to first understand the current consumer data and privacy landscape.

Respecting Data Privacy while Boosting Business

The concept of being relevant while not being intrusive is not mutually exclusive. Certain brands have been able to master this delicate balance. One such brand is Apple. Apple knows that I have an iPhone 12, but they aren’t chasing me on all corners of the internet trying to sell me accessories, or worse, another iPhone. However, when I go to the Apple Store app, it has all my devices connected to my Apple ID, creating a curated list of relevant products. This is a masterclass in being relevant without being intrusive.


When It Comes to Winning Over Customers, Transparency Always Wins

Based on recent studies, people crave privacy, especially when it comes to their data. Repeatedly seeing an ad for a pair of shoes you glanced at once online but didn’t buy doesn’t create a warm or trusting feeling of being cared for by a retailer – for many people, it may come across as creepy. There is a way to gain back that trust, and it is all connected to transparency or, to be precise, web transparency. 

Why You Should Be Using Video Marketing To Connect with Local Audiences

One report from Cisco found that by 2022, internet videos will make up over 82% of all consumer online traffic. Even though the Covid-19 pandemic has slowed down video production and demand somewhat, it still remains a perfectly viable marketing channel. 

People are simply more likely to watch a video than read a blog. By looking at key pillars of online video production as well as what’s worked for other companies, you, too, can develop a stellar strategy. 

Hyperlocal Device Targeting Should Be Part of Your Advertising Strategy

True hyperlocal advertising revolves around mobile location data. The intersection among time, place, device, and creative is the sweet spot that we’re aiming for here. By harnessing mobile location data, digital marketers can employ smarter audience targeting, deliver more timely and relevant ad messaging, generate more foot traffic, and measure the offline results of online marketing efforts. 

If you’re looking to add location-based advertising to your digital marketing mix, here are some effective tactics that can help you boost in-store visits.

How Email Marketing Will Evolve in the Next 5 Years

With a tool that enables us to reach millions of potential customers with the click of a button, it’s tempting to send out mass promotional emails that reach the maximum number of people possible, but besides having been done to death, that means missing out on huge opportunities. Over the years, email marketing has steadily been moving away from the newsletter and promotional blast to behaviorally driven, event-triggered, one-to-one messaging. In one word: personalization.