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Monday, March 24, 2014

ICYMI: Preferences, Privacy and Personalization in the News

Here’s our roundup of recent news and views worth checking out:

OK, so check this out: If you go to the various sports properties around the web, you may be targeted with an SAP banner. But when you click the banner or logo, you aren’t blindly taken to our corporate website or an expensive “landing page.” You are taken to the homepage of our Business Innovation blog site. You may not realize it but you don’t see the same featured story everyone else sees. You are presented with a feature story and “Top Content” that relates directly to the site you just came from. Click here for the full article.

A recent study indicates that 88 percent of CEOs consider getting closer to customers a top priority. However, most companies narrowly confine the customer experience to the front office within sales, service, and marketing domains. By doing this, they are building a customer-centric strategy that only goes halfway. This is not enough. Click here for the full article.

In this era of the empowered customer, companies must understand that, while data and consumer insights may be available at every turn, preserving privacy breeds trust. With technology becoming increasingly invasive, consumers are growing wary of the safety measures in place as identity theft and data breaches gain prevalence in the public eye. Most wonder how feeding this information to their favorite brands will impact them in the future. Yet, while such sentiment could hinder customer relationships, companies have the opportunity to generate a dialogue that promotes transparency and loyalty. Click here for the full article.

Every marketer knows that the ground is moving beneath our feet. Today's consumers are empowered, smarter, better connected, and more informed. As a result, it's become increasingly challenging for brands to break through the clutter—and even tougher to create an enduring, meaningful (and profitable) customer relationship. A lot of brands, and a lot of agencies, are struggling to adapt. For some marketers and their agencies, customer engagement is the answer. Click here for the full article.

If B2B marketing is so different from B2C...why do we use a B2C model? First, the funnel. B2C marketers can often get away with thinking their job is done at the sale. A person researches and buys a ping pong table and boom, you're done! The B2B customer relationship doesn't end at the sale. In fact, according to Demandbase, 82 percent of revenue for mid-large B2B companies comes from current customers. Click here for the full article.

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda http://www.cemsummit2013.com

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