Health network shows that yes, personalization is a thing — and it works

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Indiana-based nonprofit healthcare system Community Health Network (CHN) is leveraging personalization to improve patient experience and communication. That’s saying something considering the strict limits it faces regarding patient privacy thanks to HIPAA regulations. “We pride ourselves on offering convenient access to healthcare services where and when patients need them — in hospitals, health pavilions and doctor’s offices, as well as workplaces, schools and homes,” said Debbie Kenemer, executive director of digital marketing at Community Health Network. “Our digital properties have to be equally focused on our patients and their needs.” Community Health Network is the largest Indiana network of primary care physicians, managing over 200 sites of care and affiliates throughout Central Indiana. The network’s continuum of care also integrates hundreds of physicians, specialty and acute care hospitals, surgery centers, home care services, behavioral health and employer health services. Serving personalized content to patients — and keep up with HIPAA compliance — required CHN to take a “crawl, walk, run” approach that started with getting a better understanding of what types of content are most important to healthcare consumers. To do this, CHN integrated a combination of CRM data, paid social campaigns, to its personalization platform to measure content that different personas were consuming on the same landing page. Source: Acquia’s “Crawl, Walk, Run” approach to implementing personalization The team defined UTM parameters to identify which persona was visiting the landing page and track and measure engagement activities with different content blocks on the page. Their findings revealed that each persona had very different goals based on the calls-to-action they engage. “Personalization helps us better understand our site visitors and put more relevant and specific information and services in front of them,” Kenemer said. This data enabled the team to move forward in creating personalized patient journeys that deliver content to the user based on their persona and goals. Balancing the hype With consumers increasingly telling brands what they want through digital signals and direct feedback, it makes sense that marketers are focused on delivering personalized messaging and experiences to meet their needs. “It’s clear that consumers have had enough of irrelevant communication from brands that fail to leverage personal preferences and engagement history,” said John Nash, chief marketing and strategy officer at customer data platform Redpoint Global. “Every buyer expects to be treated as a unique individual.” Yet despite brands increasingly making room in their martech budgets for personalization …

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New study shows digital engagement is key to post-pandemic ecommerce customer retention

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30-second summary: COVID-19 has accelerated consumers’ shift to online shopping around the world, making digital strategy critical to retailer success, both now and in the future Analyzing these behavior trends yields insights about elevated retention risk, the primacy of mobile, shifts in purchase motivation, and in what drives brand affinity The holiday season will see many consumers planning to spend less, and to support local small retailers, so digital marketers must adapt Best-practice marketing strategies are now mission critical: Focus on customer relevance through personalization, seamless cross-channel experiences, and empathetic messaging across the lifecycle, or consumers will move on As the summer winds down, many of us are holding our breath in anticipation of another wave of pandemic-related headlines, guidelines, and obstacles to business as usual. The only thing we seem to be able to count on is change. That’s certainly the case in the retail industry, which has experienced …

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The new normal post COVID-19 will require a deep understanding of the consumer

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30-second summary: Lean on real-time data and insights to understand and engage consumers in meaningful ways. Elevate marketing and engagement strategies, acknowledging new consumer needs and shifts in behavior — increased e-commerce, social media usage and streaming TV. Deliver real value to consumers using localized approaches, messaging and incentives. The ongoing COVID-19 pandemic is rapidly changing consumers’ shopping habits, brand engagement and media consumption behaviors both now and in what will be our “new normal.” While much of life has changed due to social distancing, the temporary closure of businesses and apprehension even as restrictions are lifted, it’s important for brands and marketers to connect with customers in meaningful ways. Rather than pulling back on marketing or pausing engagement efforts, marketers have an opportunity to engage consumers in powerful ways by tailoring campaigns to new needs and priorities. During this unprecedented time, recent research from Valassis shows consumers value communication …

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Key insights: Agile marketing adoption, when data doesn’t sing with CX, opportunities lost, ecommerce rises again

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30-second summary: Finance, health, and high-tech are the most keen on planning agile marketing transformation 38% respondents mentioned that internal silos were a top challenge for delivering great CX Customer experience influenced customers more than it would have 2 years back 50% consumers would switch brands or spend less due to a CX that lacked personalization There’s a huge, yes huge gap in the engagement and send out rates clearly indicating that businesses lost out on opportunities to capture their consumers’ attention Given the ecommerce slump in March, April has seen a 43% thanks to users wanting to make purchases and paid advertising. A lot can happen in a week, and a lot has happened indeed. Our weekly key insights this week brings you an eagle-eye view of the marketing space, across silos in customer experience (CX), agile marketing, and lots more. Data and silos in CX According to content …

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Key insights: Consumer trust segmented, the power of push notifications, martech stacks lack strategy, and more

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30-second summary: Healthcare and educational institutes win consumer trust while media and government struggle March saw push notifications reach their highest direct open rates and 32% of website visits were through these mobile app push notifications Mobile remains the best way to engage people with push notifications DemandLab’s recent ‘Martech stack optimization survey’ reveals that 53% of marketing leaders have no plan in place for their martech stacks Deals have shown a positive graph, Australia and Germany are opening up their economies due to some relief from the COVID-19 hit Conviva study segments streaming behavior across regions and devices – TV, PC, live streaming, and video on demand Standard ads vs COVID-19 based ads, what performed better? More on what CMOs’ immediate budget actions should be Information is power and mental health is key. In light of current events, we took the onus to save you the effort and have …

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Key Insights: Marketers pivot strategy to change, microscopic view of ad spend, and more

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30-second summary: There’s no doubt that brands will be judged for a long period on the basis of their sensitivity and approach towards the COVID-19 situation 21% of marketers pulled creatives to prevent looking insensitive Social media ads saw the biggest set back while print and TV ads followed Top three marketing technologies that are winning attention are Content & Experience, Data, and Advertising TapClicks predicts increasing partnerships between telehealth businesses and Insurance companies As 2020 continues to surprise the world, more surprises are something business heads aren’t looking forward to. In order to help you stay a step ahead, we bring to you a quick wrap up of key movements and trends from across the marketing industry. Marketers prepared to pivot strategy to fit the changing environment A recent survey by Sixieme Son and DiSanti Hicks found that 68% of marketers have pulled advertising campaigns due to COVID-19. The …

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7 enterprise level providers of AI-enabled marketing solutions

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30-second summary: We provide seven examples of enterprise-level providers of AI-enabled marketing solutions as well as case studies for each. Each of these companies are leaders in their respective category, with B2B and B2C organizations each benefiting from their AI-enabled solutions. This list is not inclusive of every enterprise-level provider, but is meant to give mid-to-enterprise-level organizations an sense of the best-in-class tools that exist in the market today, and how organizations are using them to improve their marketing, sales, and customer experience initiatives. As part of our ongoing coverage of artificial intelligence (AI) in marketing, we’ve compiled a list of ten enterprise-level providers of technology solutions that utilize AI in some capacity. This list covers key categories within the martech space including digital asset management, marketing and sales enablement, customer experience/engagement, and account-based marketing. This list is not – by any stretch of the imagination – comprehensive in terms …

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7 ways marketers can use SMS to increase revenue and customer engagement

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30-second summary: ClickZ recently partnered with Acoustic, the largest independent marketing cloud platform, to present the on-demand webinar. Presenter Dave Haucke, Acoustic’s VP of Product Management, leads Acoustic’s portfolio of mobile marketing, social advertising, and content management solutions. Presenter Pinky Lees is the Worldwide Mobile Strategist at Acoustic. Lees provides strategy and planning services to global clients across all sectors. Campaigns that have a high sense of urgency are a perfect fit for SMS, with coupons and offers a key reason that consumers opt in. The Acoustic team reviews seven use cases for mobile engagement as follows: loyalty programs, SMS for mobile app download/email opt-in, new product/information launch, promotional opportunities, coupons/offers, thank you/welcome messages, and purchase/fraud/transaction alerts. Acoustic provides an in-depth review of best practices and tips that can be applied to SMS marketing including creating dedicated campaigns, ensuring your program is opt-in and complies with mobile regulations, and leveraging …

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Why digital transformation should be your new demand gen strategy

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30-second summary: Ensuring that your business has the right digital tools can facilitate growth by enabling marketing and sales teams to improve brand engagement, better analyze data, more easily create content, and improve CX. Demand generation is facilitated by the right tools which can help marketing teams scale activities such as content management, lead nurturing, social media optimization, ABM, and more. There is no such thing as an average martech stack. Customization of tools is key to figuring out what works for you to achieve business growth. Chiefmartec’s Stackie awards include nearly 50 illustrations of martech stacks from a vareity of businesses which demonstrate how varied martech stacks can be. Incorporating tools that enhance and facilitate customer experience is an important (even critical) ingredient to using digital transformation for demand gen. Using technology to enhance business processes is nothing new. The very first business computer — The Lyons Electronic Office …

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How would an SEO agency be built today? Part 2: Current business model(s)

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There are about 36,000 digital marketing agencies worldwide, based on our research on platforms like UpCity, Clutch, and our trials and users. Out of these, about 60% have SEO services integrated into their main activities. New agencies keep appearing, even in the current challenging context — more than 200 were created so far in 2020. With this in mind, our team at SEOmonitor designed a strategic experiment in three parts, starting from the question — How would you build an SEO agency in 2020? In the first part , we’ve explored trends, based on search data, and Gartner’s Hype Cycle to understand what’s transient and what’s here to stay, whether or not accelerated by the pandemic. In this second part, we’re looking at the status quo of SEO agencies and their current business models, introducing another strategic lens to guide our research: Alex Osterwalder’s Business Model Canvas or BMC. A …

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Key insights: AI Summit highlights, microbrowser advertising, and customer engagement sweet spots

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30-second summary: We’re not in a “post-COVID” world, we’re in a “coexisting-with-COVID” world where essentialism and humanization will matter the most Now is the time for marketers to dive into their data and reconsider the technology they use to understand the customers’ pulse Emerging habits of the “Interim Normal” The common line of vision for the bigger picture of the oncoming times will be based on hyper-targeted advertising and marketing Keeping it light, engaging, and interactive isn’t an option anymore – it’s a prerequisite for brands wanting to succeed at marketing and advertising More on the big-four of microbrowser advertising, the sweet spot for engaging your audience globally, and the secret sauce to marketing success in emerging times The answers lie in the data and how it is digested and applied will continue to play a vital role. Today we’ll take you through key takeaways from our AI Summit, new …

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