Two Economist Intelligence Unit executive surveys# indicate that organizations are shifting focus and investments on interactive communications as part of an increasing emphasis on personalization.
While people express indifference to superficial personalization, they are keen on more nuanced customization efforts.
How are marketers reaching out to customers and prospective customers?
Among the findings for the six industries surveyed -- banking, travel, clothing/apparel, media, entertainment, and auto:
Banking shouldn’t overlook mobile as customers prefer to engage with banking brands on mobile devices — twice as much as for any other industry. However, banking marketers invest less in mobile than marketers in any other industry.
Email is the highest channel of influence for initial travel purchasing decisions, with 37% of travelers citing it as their preferred method of communication.
Customers want tailored experiences from clothing companies and while 66% of shoppers view attempts at personalization as superficial, 25% say they are more likely to pay attention if brands reference previous transactions.
Media industry marketers should look to email because audiences (28%) ranked email as their second preferred method for engaging with media brands.
While audienes place high importance in online channels, entertainment marketers invest proportionally litte in digital marketing: 56% invest less than 10% of their budgets on branded social media pages.
The auto industry takes front seat for customer analytics. When it comes to analyzing customer data, it is the most advanced and is increasingly emphasizing individualized offers.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. To book her to speak click here.