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Time and time again we see that people are uncomfortable with the ways companies are using third party data. GDPR was just the beginning. The latest move representing the new wave is Google’s recent adoption of ITP. This podcast episode tackles the move from personal data into anonymous data through behavior-based personalization.
Marketers working in machinery, chemicals and other heavy industries have long been behind the digital curve. For many companies, digital hasn’t become part of your repertoire as quickly because of the complex distribution channels and analogue ways of engaging with clients. B2B, especially industrial marketers, have been lagging.
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There’s a serious need for changing the way we deal with customer data. How you can use data and still maintain a good relationship with your customers, even among the distrust? We also take a look at who has failed at that, so you can learn what not to do. Take a listen.
This past year, the demand for personalization is at an all-time high.
According to a 2019 Lytics white paper, two-thirds of customers want brands to adjust content based on their real-time context. Over 40% are annoyed if you don’t. And another two-thirds of those said they skip making a purchase out of annoyance. Successful B2C personalization has become the expectation.
That’s not just a problem for retail.
If you are like most marketers, you’ve probably been salivating over personalizing your website for years. It has always seemed like a good idea, but you aren’t retail. You aren’t Amazon. Personalization has never seemed possible. If this sounds like your business, you may want to investigate behavior-based personalization.
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Can you imagine anything being bigger for business than the internet? In a recent study, 63% of CEOs agreed that AI will have more impact on their business than the internet. Think about that for a minute. The internet. And yet, 23% said they had no plans to do anything about it. Why? People tend to overestimate how much data they need to get to a reliable result for utilizing AI.
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Is the dream of the visitor journey dying? How do we make journeys more functional without using data people don’t want us to have?
I don’t use Snapchat mostly because nobody I know uses it. I’m not the target demographic, apparently. But that doesn’t keep me from talking about how much I dislike the user experience. I know that when I register such complaints I probably sound like a codger who wants his buggy whip back. But even so, I never really “got” why someone would build a platform where content is ephemeral. Isn’t the whole point of social platforms to catalog our lives? Maybe I’m missing something.