When personalization is done well, brands benefit in myriad ways and customers get a better experience. But some marketers overuse personalization in ways that can hinder discovery. Others use greetings that sound personalized to try to mask generic communications, which can leave customers annoyed instead of open to new possibilities.
Continue readingWhat Customers Want Most From Brands Today
We all know that customer expectations are at an all-time high and that the pandemic has forever changed the way consumers interact with brands. A new study reveals how companies can use empathy to help their consumers feel more connected at a time when so many of us feel isolated.
Continue readingThe Top Brands Feeling the Consumer Love
Marketers strive to help brands build the powerful emotional bonds that underlie long-term customer loyalty. The COVID-19 pandemic has disrupted those efforts for some and emboldened them for others. MBLM sought to uncover which brands have retained the strongest emotional bonds as 2020 has unfolded.
Continue readingHow Much Impact Has COVID-19 Had on Customer Experience?
Forrester has announced its U.S Customer Experience Index 2020, along with a report on how brands build loyalty through the quality of their CX. Report author TJ Keitt notes that after several years of little to no gains, 27 percent of the 250 brands across 14 industries that the index tracks saw improvements to their CX scores. Additionally, nine industries improved their score averages.
Continue readingLatinas Are the New Mainstream Consumer, Driving Triple-Digital Sales Growth
Latinas have been the most talked-about demographic, but for many companies, they’re also hardest to understand, asserts Mónica Gil, chief marketing officer and executive vice president of NBCUniversal Telemundo Enterprises. “Many brands are using outdated data and strategies trying to reach Latinas,” Gil says. “Brands need to see Latinas as they are today, versus using past perceptions.”
Starcom’s Sheehy: Keys to Unlocking Transformation and Growth
No industry is exempt from upheaval of today’s disruptors. That means every organization needs to transform the way they operate — especially how they use data and engage customers — if they are to grow and thrive. “The ecosystems are more complex; the challenges with technology are complex and expensive,” said John Sheehy, Starcom Worldwide’s global brand president. “So, marketers looking to unlock growth should focus on doing fewer things better, faster.”
Rent the Runway, Glossier on Crafting Magical Experiences
The line snaking down about four flights of stairs was a clear indication that Advertising Week attendees were keen to learn the strategies behind Rent the Runway’s and Glossier’s continued successes. Those strategies boil down to two simple, yet expansive feats: listening to customers and creating magical retail experiences.
Thrive Market CEO: “Consumers Don’t Just Want Value, They Want Values”
Organic food delivery service Thrive Market has one prodigious asset that nearly all marketers covet: more than 1,000 points of useful customer data that it harvests for everything from personalization to product development.
MGM Resorts’ Tomovich Goes Vegas-Style Big on Experience
Whether you love it or hate it, the one thing you have to admit about Vegas is that it’s exactly as over-the-top as it promises to be. So, if you have a presence in Las Vegas and you’re going to make a brand promise, you had better deliver on it.
Lilian Tomovich, chief marketing and experience officer for MGM Resorts International, is one person who’s gone all in to ensure that the entertainment behemoth delivers on its promise of wowing its customers not only in Vegas, but also across its portfolio globally.
Visible’s CMO Goes OOH and Beyond to Connect With Consumers on a DTC Level
While most mobile telecom providers are shouting about the strength of their networks and pricing, Visible is talking to consumers about their experience as a wireless customer — and how it can be better.
“Our mission is to bring the convenience and simplicity of direct-to-consumer, subscription-based models to the wireless industry,” Visible’s chief marketing officer, Minjae Ormes, told The Drum. “We want to build a brand, and an affinity for it, in such a way that our members stay with us because they want to, not because they feel they have to.”
