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Put Your Customer in the Ad!
In my direct mail days, we used personalization whenever possible. Starting a letter with “Dear Roger” instead of “Dear Friend” responds better every time (if the recipient’s name is Roger, that...
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Social Personalization and the Doppelganger Effect
Are you overlooking a way to personalize your ads that goes far beyond the usual “Dear Roger” salutation? In my recent article, Put Your Customer in the Ad, I mentioned that LinkedIn was using profile...
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Put Your Customer on the Product
Lately, I’ve highlighted the various ways companies (and even colleges) are putting their customers in their ads by using social personalization or other means. In Australia, Coke took the idea one...
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Mission Mayhem: How NOT to Ask for Money
Non-profits assume their potential contributors will see the good they will do and generally focus on a theme – a particular disease, a philanthropic cause, and so on. New research shows that success...
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Five Contextual Marketing Design Principles
Last August I wrote that Marketing needed to develop five key-capabilities to drive the Consumer’s Decision Journey. If you haven’t read it yet, I recommend you do. Although this post can stand on...
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If I Had My Own Business
The marketing pundits tell us personalization and customization is key to successful marketing. One-to-one marketing, they call it. Recognition that every customer is different, and should be...
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You-ification — The Future of bBusiness Is Personal
The future of business is personal. We are embarking on “The Age of You”, in which “Mecosystems” (ecosystems that revolve around and cater to you) and “responsive experiences” (customer experiences...
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Customer Engagement: Beyond Personalization to Hyper-Personalization
I originally wrote today’s post for GetFeedback. It appeared on their site on March 1, 2020.According to Salesforce, 51% of customers expect that brands will anticipate their needs and make relevant...
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