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ICYMI: Preferences, Privacy and Personalization in the News


Apple has a new idea for the iPhone that could make it so much easier to communicate while you're in transit

The blog Apple Insider recently uncovered a newly published patent application, giving insight into a feature that may be in the works. The patent application, called “Custom Location Notification,” describes location-sharing services between users, but would send custom email or text alerts based on where you are. Click here to read more.

Harlequin Launches a “First-of-its-Kind” Loyalty Program for Readers

HarperCollins Publishers’ Harlequin imprint just announced a program for readers that encourages leaving book reviews, engaging on social media, purchasing books and completing in reading challenges. Readers are rewarded with personalized and unique offerings like suggested books, gift baskets and Skype sessions with authors. Click here to read more.

Instagram’s Overhauled Search: Real-Time Instead Of Real Bad

Users on Instagram, the popular photo-sharing app, will now be able to find images in more personal and easy-to-use ways and highlight real-time and nearby uploads. The app will indicate trending places and events that are popular or close to you. “It’s a real-time visual pulse for what is happening in the world,” said Instagram cofounder and CEO Kevin Systrom. Click here to read more.

The Internet of Things Has Vast Economic Potential, McKinsey Report Says

Authors of a recent study by the McKinsey Global Institute say that the Internet of Things, a term for sensor-laden devices connected through the web, is only scratching the surface of its economic benefits. Outlining trillions of dollars worth of efficiencies in industries like oil drilling and traffic, the report says the challenge will be in synthesizing the wealth of data. Click here to read more.

Amazon Puts Money Where Mouth Is With $100 Million For Echo And Voice Developers

Three new initiatives will support further development of Alexa, a voice service used by Echo, Amazon’s wireless personal assistant. The $100 million fund and software development kit will help engineers build experiences around human speech. Echo, which is available for purchase, uses Alexa to react to users. Amazon now hopes developers, manufacturers and startups will use Alexa as their vocal platform of choice. 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

FCC Reaffirms Consumer Rights: Does Your Company?

For companies that wiggled around loopholes and took advantage of vague definitions in the Telephone Consumer Protection Act (TCPA), they're about to be in for a rude awakening. One June 18, the Federal Communications Commission reaffirmed consumers' rights by approving declaratory rulings to modify the TCPA - closing technical loopholes and expanding opt-out rights.

The FCC announcement makes it imperative for companies to earn consent at every possible interaction point with consumers. The new rules apparently will require companies to allow consumers to revoke consent more easily, and if a phone number has changed hands, companies will only get one chance to stop calling the new user before facing penalties.

"Last week's FCC announcement comes as no surprise to those of us working at the intersection of privacy, preference and personalization," said Scott Frey, President and CEO of PossibleNOW. "Our clients are prepared for this change because of their ability to collect consent at every available touchpoint, verify consent prior to using an automated dialer and assess whether or not a number is wireless and owned by the consenting party. These and other measures empower them to focus on marketing success instead of risk mitigation. The FCC commentary makes it clear that companies must engage with consumers to obtain their consent for calls or text messages for any reason to comply with the TCPA automated telephone dialing system restrictions that appear unavoidable."

PossibleNOW's DNCSolution, the leading cloud-based Do Not Contact solution, and MyPreferences, its flagship enterprise preference management platform, continue to be in compliance. DNCSolution and MyPreferences deliver critical consent collection capabilities while honoring a consumer's contact preferences to help improve the customer experience.




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

Preparing for Micro-Moments

The other day I was waiting to speak with the pharmacist at my local drugstore. As I sat in the waiting area, my view was of the nearby cosmetics aisle. You can safely assume I have little knowledge of the products in the cosmetics aisle. What I do know though, is customer journeys. While waiting, a scene unraveled that piqued my interest: Two young women were carefully looking at makeup and chatting between themselves about their options.

Seeing their customer journey in action was a fascinating exercise. When one of the young women chose a couple of lipstick colors to compare, her friend noticed the brand’s marketing hashtag and whipped out her phone before the two then huddled over the screen. A winning color was chosen and definitively added to her shopping basket.

Survey after survey continues to show that modern shoppers are constantly looking to connect on their own terms. Reading up on new 4K TVs before bed, comparing car reviews on your lunch break or, like those women, getting an omnichannel experience in the midst of a shopping decision.

Those opportunities for connection come up in what Google terms “micro-moments,” that instinctual and immediate need for information wherein we grab our smartphones to check in with the world wide web.

People who use a mobile device for research in those moments are primed to make a purchase. We know that. But how vast is that phenomenon? Ninety-three percent of people who do mobile research make it to the checkout line. That’s incredible.

I don’t need the two shoppers at the drugstore to tell me that our purchases are shaped by access to and experience with information in those micro-moments. I already know that addressing a full spectrum of customers’ needs means they can depend on you, prompting loyalty.


Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication, should be your brand’s baseline for communicating with those customers seeking connection. By listening to their wants and anticipating their needs, you position your brand to be the first stop in the midst of those micro-moments. A prepared, involved and engaged customer is a happy one. And a happy customer returns again and again, presumably to buy the rest of the lipstick shades. 





Rob Tate
As Vice President of Sales, Rob is responsible for growing the client base and market share and helping his sales team achieve their goals. He also develops partnership opportunities and industry relationships. Rob focuses on generating consistent results, utilizing sales and opportunity management tools and implementing best-of-class sales methodologies all of which have enabled him to build a scalable sales organization. He continually studies how metrics, leadership, culture, and innovation drive business value in the SaaS and marketing automation fields.

Are You Ready to Win Big by Thinking Small?

A new webinar is live in our Resource Center"The ROI of Big Data: Winning Big by Thinking Small."

Curious? We find that a lot of brands are trying to figure out how they can leverage data being collected on customers and prospects, yet big data itself doesn't often provide granular details for useful personalization of content. True ROI is to think small - consider the individual and give them a voice in the experience and conversation with your company. By focusing on the individual, we are able to highlight the ways that customer-provided data is the key to unlocking big data investments.

In this webinar, Eric Holtzclaw, Chief Strategist at PossibleNOW, will talk through defining big data, the dangers of using big data in decision-making, how to ensure your data is valid, the importance of small data in marketing, and including your customer in data interpretations.

Stepping away from big data and instead focusing on the customer herself will provide you with value, loyalty and direction for investment. Grab a cup of coffee and see what Eric has to say in this insightful webinar.




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

Making the Case for Preference Management: Build or Buy?

Preference Management Video Series


When making a case for preference management, the question at hand is often, "How much can we do in-house?" Ambitious companies often think they can build solutions to cover all their bases.

A panel discussion between VP of Sales, Rob Tate, VP and GM of Professional Services Jeff Jarvis, and Solutions Architect Tom Fricano touches on questions brands must consider in that decision-making process. Integrating new technology, breaking down silos, engaging multiple departments and long-term maintenance are some of the big issues that companies need to address. 

So build or buy is an important question to ask - but coming to a conclusion might be more difficult than you think.






In the following weeks, we’ll continue to roll out videos to guide you through making the case for preference management. If you haven’t yet explored our Resource Center, you can download the Making the Case for Preference Management 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

Men in the Marketplace

As marketing experts, we tend to follow demographic trends and make assumptions about behavior. One of the numbers most of us know by heart is that women make an estimated 80 percent of all buying decisions. Since they're the most important decision-makers when it comes to making family purchases, it's no surprise that many of our efforts are spent engaging the almighty women in hopes of inspiring loyalty.

What we miss out on when we rush after the big market - women - are the essential bits of information related to male shopping habits that help us close the circle of spending. Men are making plenty of purchases, albeit coming to their conclusions about what to buy in different ways than women are. Those differing habits are where we can personally engage the male audience in ways that inspire long-term loyalty.

When new research by SAP busted the myth of the last-minute male shopper over the holidays, we were able to glean more information on capturing the elusive male shopper. Turns out that nearly 40 percent of men seek advice on what to buy loved ones, either in-store, looking online, asking friends and relatives or checking social media posts. What that means in practice is that men are utilizing available resources and past experiences to make buying decisions. If he's already familiar with your brand, think how much more likely it is that you're his starting point for any purchase.

Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication is the best way to ensure that any shopper is an engaged, loyal customer. However, for male shoppers especially, that conversion could mean that you're their first - and potentially only - stop for shopping, depending on the occasion. Starting that conversation with male consumers early and often means that you're laying the groundwork for men and reaching all shoppers regardless of gender.





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 last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



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

3 Ways to Re-ignite the Bond with Current Customers

 
Most companies take existing customers for granted. They make 3 deadly assumptions; customers understand everything about your products, you know everything about your customers and, customers feel you are so special that they will be yours forever.
 
So, here are the 3 things never to think about your existing customers:
"Our customers understand our products." (They probably don’t.)
"We know everything we need to know about our customers."(You probably don’t)
"They love us, they’ll never leave." (Not unless you nailed points A & B!)
 
Findings from 15,000+ hours of VoC research conducted by our firm reveal that consumers feel it is not their responsibility to tell marketers what they need. They feel strongly that it is marketer's responsibility to ask, listen and respond with information, experiences and offers which will earn their loyalty. Furthermore, they expect that this high-quality customer engagement must be maintained throughout the relationship.
 
Following are three ways to re-ignite the bond with current customers;
 
1. Intuit says, “Become a Go-To Customer Resource”
 
Intuit knows that understanding its audience is crucial for success. That is why they created two separate blogs for its two types of customers; BtoB and BtoC.
 
Its BtoC blog, Mint.com, is a resource for managing personal finances and general tips and even shopping info. Additionally at the beginning of the year, Intuit teamed up with Turbo Tax for a consumer education campaign.
 
In its BtoB blog they write about topics such as, “Become a Go-To Customer Resource to Increase Sales.” The company also has the ProAdvisor program, that helps professionals get the education they need to help their own clients.
 
2. Adidas Reconnects With U.S. Consumers
 
Adidas President Mark King noted he "has taken a no-holds-barred approach to reconnect with American consumers. “The biggest thing that's changed is the mindset… we have to be more in tune with the U.S. consumer. There is a shared belief that we have to do things differently."
 
Adidas incorporated lifestyle campaigns in their U.S. consumer win back campaign with celebrities like Pharrell Williams and Kanye West, in the "Yeezy" sneaker ads which sold out via a special app even before its official launch.
 
3. United Healthcare Identifies with Consumer's Pain Points
United Healthcare recently launched its first national ad campaign, which pokes fun at the complicated U.S. health-care system. Called "Way In," the campaign comically helps consumers navigate the complicated healthcare system with the goal of recognition, building trust and earning recommendations.
 
United took the time to understand consumer's frustrations. "Consumers need to be more engaged in health care…We know consumers are frustrated. If we can demonstrate that…we can connect with them" stated Andrew Mackenzie, chief marketing officer at United Healthcare.
 
The campaign, which launched in May includes TV, radio, digital and social ads.
 
3 TakeAways
 
  1. Never assume that customers or prospects understand the benefits and features of your products. Education is the key to consumption—use your marketing to educate not just promote!
  2. If you have not done deep research with customers and lost accounts within the past 9 months, you are missing critical insights regarding their rapidly changing needs and expectations.
  3. Never assume that your customers are satisfied. Go the extra mile to provide actionable measures that prove you're constantly looking to improve customer experience. Develop multiple points for customer feedback.
 
In summary, when it comes to your existing customers, assumption and complacency are dangerous things. Be sure that you and your customers understand each other and know each other. Always be searching for ways to meet consumer's changing needs and evolving life stage requirements.




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/

ICYMI: Preferences, Privacy and Personalization in the News


Pinterest Is Finally Going to Let Us Buy the Things We Like

Self-curated pick-and-choose social network site Pinterest is adding shoppable pins five years into its existence. Initially pins will be available from department store and standalone brands, but retailers using e-commerce platforms Shopify and Demandware can also make items buyable. Click here to read more.

EBay and PayPal Revise Their User Agreements, and Hit a Nerve

An updated user agreement from eBay that users must agree to states that it may contact any of its buyers in order to "collect a debt" or "poll your opinions through surveys or questionnaires" or "contact you with offers and promotions." Even if users haven't provided a phone number, the company says it can obtain it in other ways, leaving consumer groups and law enforcement officials moving to block the potential privacy breach. Click here to read more.

IRS Announces New Steps To Protect Taxpayers From Identity Theft Tax Fraud

Protecting taxpayers from identify theft tax fraud will be easier for the IRS going forward, thanks to data aggregation. The combining of data between the IRS, tax partners, and state tax administrators will make it easier to spot fraud - identifying schemes and indicators of fraud patterns. Click here to read more.

Facebook and Google's new privacy announcements may seem huge but they still have a ways to go

Announcements made recently had many celebrating, but some say they're more for show than a true solution. Facebook's encryption options are being used for notifications and require an opt-in, and Google has revamped its "My Account" page to make privacy and security settings clearer to users. Click here to read more.

T-Mobile Architects Customer Engagement through Targeted Email Campaigns

At a conference session on "The Death of Email Blasts," Amy Michaels, T-Mobile Director of Direct Marketing Acquisition, described how the company uses targeting marketing efforts through its emails. The company sorts demographic trends of new customers and then do qualitative research to find out how they chose the company-building a strategy based on that customer type's journey. 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

Shades of Grey: Decision-Making Isn’t Black and White


As marketers, we're often singularly focused on conversion as if it's a single act: click-throughs and messaging that guides prospects to jump in and say "yes!" to all that we offer. We look for a silver bullet and make outcomes black or white because it's easy to digest. That doesn't mean it's correct though - new data confirms the growing power of branded interactions before or between the sale.


A recent poll from SAP found that buying decisions are greatly affected by customized interaction with a brand and that tailored subjects and methods of communications lead to invested customers. More than half of those surveyed (54 percent) would like - or may like - an offer of help before they have to ask for it. Nearly one-third of respondents (30 percent) cited "shared values" as a reason they are loyal to a brand.

These statistics point to the larger trend of affinity-building communications and the realization that long-term loyalty is a gradual process. So how do we track shared values? How many times should we help or share expertise before a prospect makes a purchase? It all depends.

We talk a lot in this space about sharing ownership of the conversation with prospects and customers. We would be remiss if we didn't also emphasize the element of patience in that equation. Respecting a prospect's wishes on the timing and content of your marketing messages also implies a similar respect for their journey to purchase, however long it may take.

And as marketers, patience can be in short supply. Armed with the best tools, virtually unlimited communications channels and looming deadlines, we want instant results. Yet without patience, we neglect the pre-sale and between sale interactions that are proving so valuable to building loyalty.



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

Making the Case for Preference Management: Defining the Benefits of Preference Management

Preference Management Video Series


When making a case for preference management, the two prongs of approach are usually A) strengthening compliance with privacy regulations and B) improving marketing ROI. Both are appealing, and both are correct, too. Preference management is a single solution that addresses both modern challenges. 

While consumer trust continues to fall - nine out of ten people worry about privacy and who has access to their data, and consumers distrust both government and private companies - responsive brands are presented with an opportunity to help consumers by pro-actively protecting their privacy. Moreover, simply reducing atomic opt-outs and offering opt-down instead produces a way to grow the marketable audience. 

By solving two problems with preference management, CMOS can then make more decisions based on facts provided by consumers who see a win for themselves too. 






In the following weeks, we’ll continue to roll out videos to guide you through making the case for preference management. If you haven’t yet explored our Resource Center, you can download the Making the Case for Preference Management 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

ICYMI: Preferences, Privacy and Personalization in the News

Amazon Prime Loyalty Program Eclipses 41 Million Members

Chicago-based firm Consumer Intelligence Research Partners has crunched the numbers and estimates that the world's largest loyalty program counts 41 million members in 2015. The number represents a steady rise over the program's ten years and includes a 53% membership increase in 2014, according to a January conference call with Jeff Bezos. Read more here.

Survey Finds Americans Don't Trust Government and Companies to Protect Privacy

Nine in ten adults say that controlling who has access to their private information is important to them - be it the government or a private company, according to a recent report by the Pew Research Center. Yet half of those surveyed felt they had little or no control over their data. Two-thirds also believed it wouldn't be difficult for a "determined person or organization" to get their personal information. Read more here.

Target to add RFID tag technology

Shoppers probably won’t notice the new smart labels on price tags, but they will notice the improved accuracy of inventory levels and locating items across stores, says Keri Jones, the company's VP of Global Supply Chain and Operations. The RFID rollout starts this year and Target expects all stores to be participating by 2016. Read more here.

FCC orders Internet providers to take "reasonable, good faith steps to protect consumer privacy"

Next month ISPs wll be reclassified as "common carriers," similar to telephones during the pre-internet era, and their new classification means that the companies must respect similar privacy boundaries. The FCC found that "absent privacy protections, a broadband provider's use of personal and proprietary information could be at odds with its customers' interests." Read more here.

Starbucks, Spotify Announce Partnership: Streaming Music Deal To Enhance Customer In-Store Experience

Starbucks has been long-celebrated for making music a part of their customer's store experiences - whether creating custom playlists or selling exclusive albums in cafes. Yet last month the company announced it would cease selling CDs. Now it partners with streaming music giant Spotify to build a new layer of customer engagement. Read more 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

More Top 10s for PossibleNOW



Just a quick note to share some news: PossibleNOW has been chosen by a top 10 global pharmaceutical provider, reinforcing our position as a provider to industry leaders.

That pharmaceutical provider is engaging us to deliver an enterprise-wide preference management solution for consumer marketing and customer satisfaction efforts - and that's on the heels of similar projects for two of the top 10 healthcare insurance providers as well as healthcare management and delivery leaders.

From healthcare to insurance and pharmaceuticals, preference management is an effective way to shape communications, engage customers, and build loyalty. The complexities of each industry lead to multi-channel marketing and the need for consumer-friendly interfaces and sophisticated privacy protections.

Our expertise in preference management and privacy is a boon for pharmaceutical and health insurance companies: Health insurance providers are greatly improving marketing ROI by providing paperless preference opportunities for mandated communications, and as more consumers rely on mobile devices to get information, providers must obtain express consent prior to sending commercial messages to a mobile device.

PossibleNOW designed its preference management technology to handle express consent as well as consumer preferences - important elements for any industry's needs. Preference management - the active collection, maintenance and distribution of unique consumer characteristics, such as product or topic interest, communication channel preference and desired frequency of communication - is the centerpiece of PossibleNOW's services to its growing healthcare client base.



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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