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Protecting customers’ data privacy might be viewed by many marketers as an unwelcome impediment to their ability to effectively tailor customer communications and experiences. Not so. In fact, on the contrary, ensuring such privacy and data security can be both a business benefit and differentiator.
If there’s a mantra for the digital age, it’s automate, automate, automate. To be sure, the ability to use computers to handle various tasks is often transformative. It slashes costs, boosts speed, and improves productivity—thus making a business more competitive.
Direct mail has been an effective tool for marketers across industries since the dawn of, well, mail. In fact, research shows that more than half of consumers want direct mail from brands that interest them. What’s more, 70 percent of them say these physical engagements are more personal than online interactions. Now it’s time for direct mail to realize its full potential in the digital age.
The reality for modern businesses is that the ability to gather, ingest, integrate, and deliver customer data to the appropriate marketing technology platforms—and to achieve goals, such as personalizing the customer experience—is going to be a key differentiator that can set your business apart from competitors.
And that is how “Personal” beats “Personalization” every time, in every way.
As buyers seek more nuanced customer experiences and emotional connections with brands that transcend traditional marketing practices, building brand affinity in the bustling—and crowded—business-to-business (B2B) sales landscape has become increasingly complex.
There’s no longer any debate about the value of personalized and relevant marketing. It’s an essential element for establishing trusted relationships with customers and building long-term brand affinity. Nevertheless, organizations of all shapes and sizes continue to struggle with the concept.
In a world becoming more and more automated, we don’t want to lose sight of the human touch. While marketing has evolved to incorporate automation for manual processes rife with redundancy, companies must also empathize with their customers as they interact with the organization, its products, or its services.
As it turns out, the history of soda bread is more interesting than one would imagine for a food that has barely a handful of ingredients.
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