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Wednesday, August 24, 2016

ICYMI: Preferences, Privacy and Personalization in the News

DeepMind NHS health data-sharing deal faces further scrutiny

The UK's National Data Guardian (NDG) will assess a data-sharing agreement between Google-owned AI company DeepMind and the UK's National Health Service (NHS) in order to ensure health data is kept confidential and used properly. While the NDG lacks power of enforcement, its investigation may shape how similar projects are structured. The agreement has long been criticized for the amount of identifiable data being shared. Click here to read more.


Boomerang for Gmail creators launch Respondable to help you write better emails using A.I.

For users of Boomerang, a Gmail plugin that allows for scheduled replies, email has become more manageable with the ability to personalize. The company has now launched Respondable, which works with Gmail and Outlook and uses AI to predict replies and improve your initial email draft in response. The feature analyzes writing style, keeps word count in check, prompts you to ask enough questions and checks reading comprehension levels. Click here to read more.


Tech Industry Says Homeland Security's Social Media Plan Is a Bad Idea

A proposal by Homeland Security to collect travelers' social media information has been criticized by tech companies, trade groups and civil rights groups. Foreigners would be asked to indicate their social media identifiers on arrival forms filled out when entering the country. Advocates say it will assist in spotting potential terrorists; critics say it's a slippery slope to greater invasion of privacy, that the plan could inspire other countries to do the same, and that it’s ultimately not useful. Click here to read more.


Bacardi Is Turning Private Web Surfing Into an Online Scavenger Hunt

Beverage brand Bacardi teamed up with BBDO and electronic music artist Goldroom to leverage software in order to digitize a scavenger hunt for concert tickets. By turning on Google Chrome's Incognito mode, normally used for privacy or anonymity, users can surf the Goldroom website and find "web hacks" to gain access to exclusive tracks, music video clips and tickets. Click here to read more.


Facebook really is keeping tabs on your political views

Facebook users can now get an inside view of how they're categorized by the social network. Using stated interests, political leanings and likelihood of engagement on the site, Facebook can target marketing to its members. On the flipside, users can go to facebook.com/ads/preferences to see how they're identified and remove any categories they're uncomfortable with. Click here to read more.






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

Thursday, August 18, 2016

DNCSolution Gets Even More Powerful

We recently announced a new feature we added to DNCSolution, our cloud-based application that helps marketers ensure compliance with current consumer privacy laws.

The feature confirms consent for Canadian consumers and businesses under Canada's Anti-Spam Legislation – commonly referred to as CASL. One of the toughest laws of its kind in the world, CASL combines stringent consent requirements with a maximum monetary penalty of $10 million per violation for businesses and $1 million per violation for individuals. CASL became law in 2014 and provided a three-year transition period to allow companies to continue to market to their current database of electronic addresses – but on July 1, 2017, companies will be on the hook to prove existing relationships with their customers rather than implicit consent to receive Commercial Electronic Messages (CEM).

At that point, Canadian citizens will gain the right to allege violations and pursue private actions against offenders, a transition that is expected to increase CASL-related litigation significantly. By using DNCSolution, marketers will be able to use a CASL-specific feature to confirm consent and communicate with audiences across the Canadian border.

Along with the CASL scrub tool, the latest DNCSolution release offers enhancements to existing features including a more intuitive user interface, the ability to upload express consent data and store it in a DNC filter, the ability to collect express written consent to call a consumer on a mobile device using an automated dialer (when used in conjunction with MyPreferences), and an optional service in which users can identify plaintiffs and attorneys who have previously been involved in multiple lawsuits, or who were identified as professional plaintiffs in individual or class action lawsuits.



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

Tuesday, August 9, 2016

Back to Basics: What is an Opt-Out?

Getting back to basics is a great way to remind ourselves of the simplicity of what we work on, yet the power it has when used correctly. Sometimes a start back at the beginning helps us refresh and re-set our course.

We've just added new definitions to our Resource Center, and the third is "opt-out" – think you know what it means? In customer experience vernacular, an opt-out is the act of confirming that you do not want to receive particular information. 

It's possible to opt-out of one type of communications while still opting into another. As a customer's interests or needs change over time, they may opt-out of certain communications they no longer find relevant. The ongoing option to opt-out is a way to ensure that your customers are always receiving information they are most interested in. If they want to opt-out, they can often do so through the communication itself, like an "unsubscribe" link in an email, or visit a preference center to refine their preferences and in some cases opt-out. If a customer opts out of all communications, that's referred to as a global opt-out. 

Making sure customers have access to opt-outs for certain information is a good way to customize their experience with your brand, creating an engaged consumer. 




About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.


Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Wednesday, August 3, 2016

Citi's Managing Director, Global Rewards, Answers 4 Questions For Marketing Innovators

Citi-Managing-Director-Globa- Rewards
As Citi's managing director, benefits, new product development and global rewards, Mary Hines oversees the growth and development of the company's ThankYou Rewards loyalty program, as well as the benefit offerings associated with Citi's Branded Cards portfolio. She is also responsible for leading innovation efforts within the Branded Cards portfolio and bringing new products to market.

Hines recently participated in our "4 Questions for Marketing Innovators" series.

1. What is one marketing topic that is most important to you as an innovator?
Nearly every business model on the planet is being impacted by a powerful, disruptive force: digitization. And with more consumers relying on mobile devices to interact with brands--in 2015, almost two-thirds of U.S. adults had a smartphone, up from one-third in 2011, according to the Pew Research Center--brands have no choice but to adapt or die. Adapting to the changing landscape isn't just smart, it's a matter of survival.

2. Why is this so important?
For Citi, leading what's next and digitizing our model is central to our strategy. From 2014 to 2015, we saw a 25% increase in our global customer base interacting with us via mobile, and this trajectory continues. In order to remain relevant and innovate for growth, we need to ensure we're interacting with consumers when they want and where they want, and increasingly, this is via mobile.

3. How will the customer experience be improved by this?
Through Citi's ThankYou Rewards loyalty program, we've been on a journey to transform the offering so that we're providing relevance in a digital world. We are optimizing the program for our mobile-savvy member base and enabling redemption where customers are. Our digital catalog has been mobile-optimized, and, through this, we've seen a twofold increase in digital engagement over the program's analogue counterpart.

What we've found is that when we're engaging customers where they want to be engaged, it's a powerful relationship. In a study we're about to release, nearly 90% of consumers said they are less likely to switch credit-card providers or banks when they use their credit-card rewards. So by interacting with customers where they are, we're not only providing ease and simplicity, we're laying the groundwork for a long-term relationship that will extend far past this mobile moment through technological innovations of the future.

4. How will this improve the effectiveness of marketing?
At the core of marketing, it's being where customers are. However, the "where" has and will continue to shift as technology transforms at a rapid pace. And brands need to stay ahead of the game to stay in it.

Bonus: Favorite activity outside of work?
Being class parent for my son's pre-K class—never a dull moment.


About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/

Monday, August 1, 2016

Preference Data ROI: Consumers Want to Hear From Companies

Preference Management Video Series

In one of the largest ever consumer marketing studies, Edelman's 2014 Brandshare Report, 212 companies were evaluated based on 11,000 customer interviews across eight countries. The findings were illuminating when it comes to brand narratives and communication practices.

The study found that 9 in 10 consumers were looking for marketers to more effectively share their brand story. Only 1 in 10 felt any given brand was already doing that. Further analysis showed two ways in which companies could better shape their marketing efforts:

First, involving customers in the brand-development process – rather than just at the end. The study found that consumers have a great affinity for a shared product, one in which the customer feels they had a hand in designing and/or developing. This shared approach was desired by 91 percent of respondents.

Second, companies should create a singular narrative that engages consumers with the brand story. Shared values and company history are often communicated to a broad range of stakeholders, but not always consumers. Shared beliefs are another way to effectively create affinity for your company.

Both of these ways of reaching consumers are well within your company's control. Meanwhile deeper findings of study showed that two-way dialogue was essential in your company's method of communication. This requires a new approach to share, listen and respond to consumers.

This quick video touches on how consumers want to hear from companies, a chapter within a new whitepaper, Preference Data ROI, which contains a new methodology to assess customer relationship maturity levels.




In the following weeks, we'll continue to roll out videos to guide you through the power of preference data. If you haven't yet explored our Resource Center, you can download the Preference Data ROI whitepaper here.



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

Wednesday, July 27, 2016

Back to Basics: What is an Opt-In?

Back-to-Basics-Opt-in
Getting back to basics is a great way to remind ourselves of the simplicity of what we work on, yet the power it has when used correctly. Sometimes a start back at the beginning helps us refresh and re-set our course.

We've just added new definitions to our Resource Center, and the second is "opt-in" – think you know what it means? In customer experience vernacular, an opt-in is the act of giving a business permission to contact you.

While a customer may have provided preferences on the type of information they'd like, a company is prevented from following through with the desired information unless the customer has also opted-in. Often this can be a simple confirmation click, but without it, brands run the risk of compliance issues. Governments across the globe have created laws to ensure that its citizens aren't bombarded with unwanted information, even if we think they might want it. 

So while preferences are what we act on and use to stay in touch with loyal customers, it's the opt-in that we need to start that relationship. 



About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Monday, July 25, 2016

Retailers Seeking Brand Loyalty Challenged by Volatile Store Traffic Environment


Retailers-Seeking-Brand-Loyalty-Challenged.jpg

In the past year, a plethora of retailers made assertions pertaining to a "challenging store traffic environment," and its negative impact on sales and, ultimately, brand loyalty.

What's more, these retailers have spoken of a challenging environment, with volatile macros globally, and an increasingly competitive landscape replete with digital technologies disrupting many aspects of their respective business models.

Ernan Roman, President of ERDM, told Loyalty360 that the challenging store traffic environment can certainly have a direct impact on loyalty marketers.

"Our firm, ERDM, recently conducted 2000-plus hours of voice of customer research interviews with millennials to understand their expectations of the retail shopping experience," Roman explained. "The findings explain why many retailers are finding this to be a challenging time in terms of store traffic. Per the findings, millennials take for granted these factors in the shopping experience; choice, price value, service, speed, convenience, contextual relevance, and frictionless purchasing."

A retailer's shopping experience has to satisfy all these criteria in every element of the omnichannel mix, Roman noted.

"If the retail shopping experience does not bring additional value to the online and mobile shopping experience, why visit a store?" Roman said. "Marketers must learn from the omnichannel convenience, personalization, service, engagement and magic of the retail experience provided by leaders such as Burberry, Rebecca Minkoff, and Sephora."

Based on the research findings, Roman recently visited a Sephora store and observed how the use of in-store technology, tutorials, and demos enhanced the customer shopping experience.

"But, the really thrilling part was how sales reps entered customers' personal preference information on their tablets so customers would have their updated information as part of their profiles, therefore improving their future online or retail shopping experiences!" Roman said. "The Sephora reps were focused on improving the customers' omnichannel experience and providing guidance to help them make informed decisions across all channels. The sales flowed naturally from this value-added engagement. Retailers that are not embracing this holistic, customer-focused and omnichannel vision will not win."


About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/

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