Sitecore Blog: Andrea Fishman

 

Tag: Personalization

Privacy vs. Security: What's the Real Cause for Concern?

By Andrea Fishman, August 01, 2012 | Permalink | Rating:  | Comments (4)

Privacy has emerged as a dominant topic of debate among digital marketers this year. Consumer watchdog groups are clamoring for new protective measures. The U.S. government, including the Federal Trade Commission, is considering regulating advertising methods and practices. Advertisers are taking proactive measures to self-regulate their behaviors in hopes of lessening any regulatory impact.

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Tags: Online Marketing, Personalization

Topics: Persona and Personalization

Diminishing Returns

By Andrea Fishman, June 12, 2012 | Permalink | Rating:  | Comments (3)

Seeking to improve conversion and strengthen the relevancy of messaging, marketers are increasing their reliance on behavioral targeting programs. Targeting solutions offer additional options to personalize a user experience - but can carry with it a complex management and operations responsibility. From data overload to privacy management, marketers need to ensure their behavioral programs are delivering more than just segment-specific content; they need to be delivering measurable ROI.

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Tags: ROI, Personalization

Topics: Persona and Personalization

Embracing the Anonymous Customer

By Andrea Fishman, May 08, 2012 | Permalink | Rating:  | Comments (2)

In this era of engagement marketing, delivering a custom, personalized experience is becoming the standard for most organizations. From dynamic landing pages to customized-content feeds and user-specific promotions, marketers are using a wide array of techniques aimed at more effectively engaging the user at a personal level. In most cases, this is a no-brainer strategy. The more relevant the experience or offer, the more likely the user is to come back - again and again.

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Tags: Personalization, Online Marketing, User Experience

Topics: Persona and Personalization

Social: The Next Frontier of Behavioral Targeting?

By Andrea Fishman, April 03, 2012 | Permalink | Rating:  | Comments (1)

This has been the year for social media. Facebook has more than 500 million active users, Twitter obtains over 300,000 new users a day, and YouTube exceeds 2 billion views per day. Devices designed to support social media, from Android phones to iPads, are selling out before they hit the market. Even old standby brands like Old Spice have found a new home in social media.

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Tags: Community, Personalization

Topics: Community and Social Media

Missing the Mark – When Targeting Backfires

By Andrea Fishman, March 01, 2012 | Permalink | Rating:  | Comments (3)

The growing availability of behavioral data, sophistication of measurement tools, and increase in opportunities to provide targeted content are all contributing to significant growth in behavioral targeting programs. In less than 30 seconds, you can create Facebook ads segmented to a specific city, gender, and even relationship status. All of a sudden, marketers are scrambling to deliver even more customized content, across multiple screens, to an increasingly sophisticated audience.

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Tags: Personalization, Online Marketing, e-commerce

Topics: Persona and Personalization

Maximizing Customer Value with Behavioral Marketing

By Andrea Fishman, February 07, 2012 | Permalink | Rating:  | Comments (2)

The heart of behavioral targeting, or behavioral marketing, starts with measurement. That measurement can take place online, where businesses can obtain robust segmentations and behavioral data, or can take place using surveys, DMA lists, media segmentation, or by simply breaking down the composition of the body of individuals with access to your message. By understanding who may see your message, you can better predict those that will effectively digest it.

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Tags: Personalization, User Experience

Topics: Persona and Personalization

Using Behavioral Targeting to Build a Relationship

By Andrea Fishman, September 07, 2011 | Permalink | Rating:  | Comments (6)

Sure, it may be appealing to return to a site that appears to recognize you - offering you recommendations on new offers or suggesting a somewhat easier path to finding what you want. Maybe there is one less form to fill out before reading that premium article. Or you are offered another product similar to the one you purchased last week. When these offers are relevant, they are a great way to build a relationship between the company and the visitor.

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Tags: Online Marketing, Personalization, Web Analytics

Topics: Persona and Personalization

Are You Ready for Behavioral Marketing?

By Andrea Fishman, August 16, 2011 | Permalink | Rating:  | Leave a comment

Onsite behavioral marketing programs that deliver customized, targeted Web content are emerging as an appealing option for businesses seeking new ways to drive sales and improve conversion rates in an era where accountability for marketing spend continues to grow. Shifting from mass-market messaging to customized, diversified messaging enables marketers to narrow their focus to high-value conversion points - and tailor their message to deliver richer, more relevant interactions.

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Tags: Content Strategy, Personalization, User Experience

Topics: Persona and Personalization

Using Geography and Demographics to Enhance Behavioral Targeting

By Andrea Fishman, July 07, 2011 | Permalink | Rating:  | Comments (3)

Have you ever woken up at 3 a.m. in a foreign country and decided to surf the local channels in hopes of stumbling across a program in a language you may understand? Suddenly you see a familiar commercial - but there is something just a bit unfamiliar in the ad. Sure, it's the same basic Honda commercial, but it's as if they're telling a totally different story, with a completely different message.

Such is the challenge with marketing a global brand - what resonates in one market may have little impact or relevance on the other side of the globe.

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Tags: Personalization, Online Marketing, User Experience

Topics: Persona and Personalization

Behavioral Targeting and A/B Testing: What's Appropriate for Your Business?

By Andrea Fishman, May 19, 2011 | Permalink | Rating:  | Comments (6)

Imagine delivering a truly customized, dynamic consumer experience -- generated in real time for each unique visitor to your site.

For many marketers, this is the promise of behavioral targeting -- the possibility to deliver unique content and offers based on a customer's profile and behavior. Now, imagine the knowledge needed to make informed "projections" about what your visitors want to see when they get to your site.

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Tags: Content Strategy, Personalization, Online Marketing, User Experience

Topics: Persona and Personalization

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