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Advertising Week 10th Anniversary Official Guide

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Source: eMarketer/Evergage, "2016 Trends in Personalization," conducted by Researchscape. Data was provided to eMarketer by Evergage; June 14, 2016. But personalization is a strategy, not a feature. We have an opportunity to be smarter with data, using important signals about customers—such as browsing behavior or CRM data—to shape their experiences. For example, when Maybelline was preparing to launch new products for contouring—a type of makeup application that is becoming more mainstream—it used Google Insights to craft how-to videos, which are personalized by intent and demographic. As a result, Maybelline's videos racked up 9M views. Likewise, 63% of people expect brands to use their purchase history to provide them with personalized experiences.4 In other words, if you know I just purchased a pair of shoes, then offer me socks or a matching belt to go with them. "Wow me everywhere" Brands need to consider how all of their experiences—across media, channels, and devices—fit together.

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