The State of Personalization
Which industries are embracing personalization and what are they spending to do so? I recently authored four reports that dive into how B-to-B, ecommerce/Retail, Financial Services, and Travel/Hospitality marketers are embracing personalization.
Part of our Relevancy.AI Research Subscription, these reports provide insight into the state of personalization including the aspirations, budgets, and tactics of these marketers.
This collection of industry insights offer benchmark data for those marketers in these key industries and a valuable perspective for vendors that offer personalization technologies.
Across industries, one thing is clear; personalization works and more marketers across industries need to advance their targeting tactics to capture and convince prospects and clients alike.
If you are a subscriber to our research, you get these four reports. Ask us about how to become a subscriber. All of the reports are available for one-off purchases.
Coca-Cola is putting Coke Zero as the star in its U.K. holiday campaign “Holidays are Coming,” a new direction for the effort which is usually focused on the classic product.
The effort includes a partnership with Snapchat and LadBible, a move to reach a younger demographic.
The campaign includes a Snapchat lens that explores how “Holidays are Coming” became so iconic. The lens features branded content from hip publisher LADbible.
The brand is also running its first-ever on-pack promotion at Capital’s Jingle Bell Ball, which will be supported through a social media effort.
In addition, the beverage maker has created a new limited-edition cinnamon flavor Coke Zero. Coca-Cola has made the Oxford Circus Underground station in London “cinnamon-scented” to get consumers to experience the flavor first hand.
Last week, David blogged about our upcoming webinar with Zeta Global during which we’ll be digging into our 2018 consumer survey data and highlighting buying patterns, attitudes, and behaviors. It’s going to be an excellent session – we’ll go deep and wide – but I wanted to take this opportunity to highlight a single data point that all marketers need to be mindful of, especially during the holidays: message frequency.
Many consumers do not appreciate the increased volumes of irrelevant email they receive over the holidays, especially as more consumers engage with their email predominantly through their mobile device. Over half the consumers we surveyed reported that they received messages from brands at too fast a cadence and 36% said that the messages they received were not relevant and thus irritating. Twenty-three percent reported that messages they received on their phones weren’t formatted optimally for the small screen, which is surprising to me and concerning, to say the least.
Tune in next week to get the full picture and our take, but until then, send smart: manage your message cadence carefully and ensure the content you share is engaging and driving positive customer experiences – this holiday more users are going to be on devices and reaching for wallets after they’ve reached for their phone.
Google workers around the globe staged a walkout yesterday in protest of how the company has handled sexual harassment accusations among some senior executives.
Employees from Singapore to Dublin left their offices to participate in this peaceful event that was organized via Twitter.
The walkout comes after a damning report in The New York Times last week revealing that two senior Google executives were paid tens of millions of dollars in severance pay even though they had been accused of sexual misconduct.
Protestors are calling on Google to create structural changes to avoid this kind of thing from happening again. Demands were shared via a Twitter account @GoogleWalkout.
“I don’t care about anything if I won’t be free to speak truth to power. I don’t want any golden platter if I will have to be complicit. I’d prefer to lose it all rather than losing decency,” wrote JBD, an engineer at Google Cloud on Twitter, sharing the above photo from the march in San Francisco.
What do Consumers Want from Retailers This Holiday Season?
To better understand purchasing motivations, attitudes and behaviors, The Relevancy Group and Zeta Global are conducting a survey of 1,000 consumers in the U.S. We will be sharing these results and last-minute holiday recommendations on Wednesday 11/14 at 1 PM. Register for the webinar and get a link to a recording of the webinar that will be filled with data and recommendations.
Looking Back on 2017
In 2017 just 15 percent of consumers stated that they planned to spend more on holiday spending than they did in 2016 while 64 percent stated about the same as year over year. While the economy in 2018 is good, Chinese Import tariffs are raising prices at big-box retailers, i.e. Walmart, that rely on offshore goods. This likely won’t impact overall spending, but the consumer’s dollar may not go as far in 2018 as it did last year. In 2017 consumers under the age of 39 were more likely to spend more on holiday purchases a trend we expect that we will see again in 2018.
Consumers continue to shift their holiday spend online. Last year 56 percent of consumers stated they would do half or more of their holiday shopping online. Overall ten percent of consumers shop exclusively online, a trend we expect will grow to 12 to 14 percent in 2018. Last year consumers aged 27-53 are most likely to do the majority of their holiday shopping online.
Year-over-Year Consumers are consistent with their holiday shopping plan, with 29 percent already shopping for the holiday season. Eighteen percent start after Halloween and the majority start after Thanksgiving. Last year 20 percent stated they have no set plan. Half of women start their holiday shopping before Thanksgiving a trend that we expect to continue to see this year.
Holiday self-gifting was up year over year from 2016 to 2017 increasing from $243 to $264. We will likely see an increase again in 2018, but we don’t expect it to be as large in years past. This is likely because of the higher cost of products and the general impact of the dollar.
Next time we will look back on what motivates consumers to purchase and what opportunities exist for marketers this 2018 holiday season.
Join us on November 14, at 1 PM ET for the 2018 consumer holiday results.
Until next time,
Nearly twenty thousand data lovers have been letting the good times roll this week in New Orleans and getting the latest from Tableau, one of the stalwarts of the data visualization space. Those who made it to the big easy have been treated to some big news as they took in over three hundred and fifty sessions totaling over six hundred hours of educational content and several significant product announcements.
Some of the highlights from NOLA have included:
- Ask Data – a new way to engage with the platform that leverages natural language processing to enable customers to ask questions and engage with the platform in a conversational manner. Users can now type in queries such as “what are top performing SKU’s?” and get interactive visualizations that are driven by user intent not merely keywords.
- Tableau Prep Conductor – is a separately licensed add-on that is available as part of the most recent beta release which allows users to centralize the administration, scheduling, and monitoring of data prep flows in a scalable environment.
- Amazon Web Services Initiative – the initiative expands on the existing relationship and integrations between Tableau and AWS Services including Amazon Redshift, Amazon Athena, Amazon EMR, and more.
- $100 Million Granted to Address Global Challenges – the company announced that between now and 2025 they will grant $100 million in software, training, and financial support to address issues such as combating diseases globally, bringing clean water to kids living in developing countries, and reducing veteran homelessness across the United States.
Check out highlights and videos from the conference here.
(disclaimer: my wife works for Tableau)