B2B buying journeys are becoming more complex. To keep up, marketers should look to B2C customer journeys, which reach beyond prospect acquisition to deliver a hyper-tailored experience. This requires an individualized, 360-degree view of the B2B customer all too often thought of as a corporate buyer.
According to a recent Forrester Consulting study commissioned by SheerID, more than 70% of marketers are struggling to acquire customer data, and 65% are unsure who their customers are. The solution could be greater use of zero-party data (information consumers intentionally share with a brand).
Analyzing first-party data can unlock new insights into what your best customer looks like, and which prospects can be most influenced by your marketing. This is the approach Movio took when it partnered with Neustar to understand the characteristics of moviegoers and build custom look-alike audiences.
For marketers watching their search traffic fluctuate by the hour, it can be tough to determine which search strategies will yield the best returns in 2022 and beyond. But taking a closer look at paid search trends and audience behavior will put brands in the best position to drive more traffic.
Having a first-party data strategy is critical to both customer retention and digital transformation. For CPGs in particular, creating a data environment that maximizes scale across online and offline identity is the key to unlocking the power to deepen customer relationships while actively managing growth and efficiency.
While marketers have never had more data at their fingertips, there is a world of difference between a data point and an insight. Being able to translate data into a compelling story can be the difference between securing renewal and losing a client — or producing content that drives results.
When L’Oréal set out to redefine its approach to creative campaigns, the company opened its first in-house production studios to generate fresh, consumer-ready creative. Armed with new content, the brand faced its next challenge: How could it efficiently measure, monitor and optimize that content’s effectiveness?
The next great evolutionary leap in television has arrived in the form of next-generation TV. Increasingly sophisticated data and analytics along with the explosion of new digital providers are shaking up the way marketers plan and buy TV advertising. But this new landscape presents both challenges and opportunities.
In the digital world, experiences between brands and customers can feel more like a transaction than a relationship, but that doesn’t need to be the case. Brands can create beautiful, personalized experiences—without investing a significant amount of resources—which help to foster loyalty and engagement.