Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
The rise of automation in the fast-food industry has made headlines in recent months, as chains such as Panera and McDonald's have heavily invested in tech that threatens to eventually replace human workers. Now the grocery and retail industry is looking to get in on automation as well. Walmart recently patented a system of self-driving shopping carts with mini robots that can complete a long list of duties once reserved for human employees. Shopping without the work.
In the beginning, marketing automation platforms basically involved if/then rules: if a customer takes this action, show this response. But overlapping e-mail campaigns with if/then rules become very complicated very quickly, especially when you’re talking about millions of customers, each one in a different frame of mind, and each expecting his/her own personalized experience. As a result, marketing platforms are evolving to the newer approach of customer journeys that are often guided by machine learning. It's all about the customer journey.
Growing investment in customer data, predictive analytics, and marketing cloud solutions has enabled most large organizations to personalizing content across channels. A recently released Publish or Perish analysis by PWC found that marketers that deliver personalized web experiences are getting double digit returns in marketing performance and response. How to managed content needs in a world of precision marketing and 24/7 engagement
Today’s consumer uses all kinds of devices throughout the day to find what they’re looking for online, and the companies that can serve up the right message in the right context have plenty to gain. Playing catch up to Facebook’s “people-based marketing,” Google is improving its ad platforms with new features to help advertisers and publishers reach people in those micro-moments — and allow the results to be measured across all the devices they use with more precision. Implementing support for native ads and automating premium ad placements through what its calling “programmatic guaranteed” (programmatic direct), the changes should offer improved ways to reach people in receptive moments. “Context resonates with brand advertisers.”
Tech companies bank on consumers trading their data for personalized services, but new research findings indicate that many consumers are not happy with the existing trade-off: “Companies are saying that people give up their data because they understand they are getting something for those data,” said Joseph Turow, a professor and the lead author of the study. “But what is really going on is a sense of resignation. Americans feel that they have no control over what companies do with their information or how they collect it.” Clearly, companies must be more mindful about which data they access, what kind of services consumers will benefit the most from, and how they communicate the value of data sharing. Should consumers be able to control how companies collect and use their personal data?