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Friday, July 25, 2014

ICYMI: Preferences, Privacy and Personalization in the News

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

Did you know that a whopping 87 percent of consumers want a “do not track” option in their browsers to avoid marketers? In a recent study by Razorfish and Adobe, consumers are asked what they really think about ad targeting and data collection. While it’s no surprise that marketers embrace ad targeting to create more effective and engaging campaigns, the study reveals that consumers are still split on whether or not they see this as an invasion of privacy. Click here for full story.

Most CMOs will tell you that marketing intangible services like wealth management, consulting and accounting can be a challenge. It is difficult to communicate in a way that makes what they’re selling understandable, interesting and desirable. Because consumers want something unique, engaging, and informative, marketers must cut through industry specific jargon and confusing messages to set themselves apart from their competitors and appeal to their audience. Click here for full story. 

What does R&B recording artist John Legend know about successful marketing techniques? A lot. Legend recently sat down and discussed how creativity can resonate with any audience. He credits his most recent music video receiving over 160 million times on YouTube to five creative keys. By creating authentic content and striving to connect with your audience on an emotional level, marketers will be successful in building loyalty and trust. Click here for full story.

Today, consumers are not only looking for the best product or service, they also want the best experience. With the goal of increasing brand loyalty, many companies are transforming their sales operations and customer service to enhance the overall customer experience. Companies like Starbucks and Zappos strive to provide memorable and positive experiences that go beyond the products that they sell. In the age of the empowered customer, this attention to detail can go a long way. Click here for full story.

Research reveals products best suited to mobile advertising

Each year, billions of dollars are spent on mobile display advertising. For banner ads to be effective, marketers need to know when and how to use them. Not all products and services are suitable for smartphone advertisements. Recent studies show that for products that require considerable thought before purchasing like vehicles or appliances, banner advertisements are a good option. On the contrary, banner ads for low-involvement purchases like movie tickets or toothbrushes are not effective. Click here for 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

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