Home Digital Marketing Gilt.com’s 2014 Crystal Ball: Personalization Will Drive Email And Social Channels

Gilt.com’s 2014 Crystal Ball: Personalization Will Drive Email And Social Channels



It’s that time of year. To get a sense of what’s coming in 2014, we asked some senior marketers to answer a single, open-ended question about the coming year:

“What new consumer or technology trend do you expect to see in 2014 that will change your marketing strategy?”

The below response is from Tamara Gruzbarg, senior director of analytics and research at Gilt.com.

“Two of the most popular means of push communication that online marketers rely on are promotional emails and Facebook sharing — and this trend is about to change! Providers of these communication channels are becoming more aggressive in monetization practices:

  1. In 2013 Google created and rolled out a “promotions” folder in Gmail, including the addition of a new ad unit available for sale to advertisers in the main inbox. Expect others to follow suit, or more aggressively filter content, soon.
  2. Facebook is pushing advertisers to more of a paid model and away from relying on the amplification power of organic posts alone. As a result, marketers will have to become more nimble and strategic about the ways they engage and have dialogue with consumers.

True personalization of customer experience will stop being reserved for a select few and will need to become an operational principle for any marketer who wants to remain relevant in an increasingly fragmented and regulated environment. Possible ways to approach this situation:

  1. Move from solely promotional to highly personalized event-based emails.
  2. Build out strong referral-based campaigns and engagement strategies through social channels.

Both of these tactics may not work from an ROI perspective and, most importantly, not ring true for the recipient/consumer if they are not founded on robust customer insights and enabled by a scalable personalization engine.

Not every company will have the means to build out these capabilities internally, but in 2014 more companies will begin to realize that personalization cannot be ignored for the business to remain healthy. Consumers, additionally, have an increasing expectation of personalized communication tailored to their preferred environment.

Providers of personalization services will become the new email service providers (encroaching on the ESPs’ turf), and/or ESPs will need to provide truly scalable personalization services across various customer communication channels.”

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.