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If you want to stand out in 2020, you need to personalize your marketing – and that means personalized content, products, emails and more. Consider these personalization stats: 63% of consumers are highly annoyed with generic advertising blasts, 80% say they are more likely to do business with a company if it offers personalized experiences, 90% claim they find personalization appealing. Kevin George from EmailMonks asserts that “personalized, triggered emails based on behavior are 3x better than batch-and-blast emails.” When you want to study examples of the power of personalization, it’s hard to overlook Netflix and Amazon, with their tailored recommended products or movie titles. Here are a few other companies that are successfully using personalization today: EasyJet launched a data-driven email campaign that uses customers’ travel history with the airline to build personalized stories, which then suggest where they might like to travel next. About 12.5 million unique emails have been sent, which had a 25% higher click-through rate than non-personalized emails.
LinkedIn and Twitter are not shown in the OfCom compilation data. For B2B marketers, LinkedIn is likely to grow in importance, although the 2016 acquisition by Microsoft makes it harder to determine how platform revenue is split up between advertising and recruitment. The most recent Q2 2018 trading report suggest the growing importance of the platform with LinkedIn revenue increasing 37% (up 34% in constant currency) with LinkedIn sessions growth of 41% and users of 562 million users in more than 200 countries and territories worldwide. Although Twitter’s future is often painted negatively, it will still be a significant for engaging across relevant B2B and B2C audiences. The latest Q2 2018 reports show daily active user growth of 11% and a revenue increase of 24% YoY.
Omnichannel is particularly important for consumer-facing businesses. That’s because 70% of consumers use three channels or more to research a purchase. An omnichannel strategy is your company’s best way to build a one-of-a-kind customer experience for your customers. Take Bank of America, for example: Omnichannel Marketing for digital marketing trends 2019 With the free BofA smartphone app, customers can do all their banking on the go. The virtual assistant “Erica” can even answer customer questions and help customers make financial decisions. Bank of America serves up helpful content to existing customers through email, their app, and their website. They also send new product offerings through direct mail and through their app. Omnichannel isn’t just important for generating new business. It’s a necessary strategy for building a positive customer experience that increases your customer retention rates. According to the Aberdeen Group, companies with a strong omnichannel marketing strategy have seen a 9.5% year-on-year increase in their annual revenue and retained an average of 89% of their customers.
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