Blog - Digital Strategy

Here are four keys to maximizing your role as a valued digital messaging partner.

Testing helps optimize your user experience from start to finish — from landing pages and home pages to product information to checkout processes to form fills and beyond. A/B testing can help optimize these areas and more.

As personalization mainstreams into healthcare, consumers and patients are demanding greater inclusion in healthcare decision making; accessing their own health data and connecting their healthcare experiences with Amazon-like personalization. Here's how healthcare brands should react.

Data-driven orchestration enables marketing to move personalization from one-to-many to one-to-one. Personalization is delivered via a hybrid of orchestration techniques. Merkle has categorized these techniques into an orchestration maturity model, with five levels of increasing effectiveness in people-based marketing decision making.

Machine learning, artificial Intelligence (AI), cognitive computing, and decision engines. These are all buzz words or phrases that are trending in 2017. Understanding this mix is the first step in obtaining truly personalized customer experiences at scale.

Personalization has evolved beyond simple customer recognition and into the delivery and management of “personal” customer experiences: Experiences that are always-on and flow from channel to channel, and that deliver and manage one-to-one relationships. Personalization is never defined by marketing technology; instead, personalization should be a strategy focused on delivering seamless customer experiences across all channels and throughout the entire journey. To that end, every company should look at several criteria to define a customer’s interaction with its brand.

Everything about your personalization strategy should be about your customers. The whole principle about personalization is to take what you've learned and give the customer something valuable in return.

Despite all the promotions and deals Office Depot, an $11 billion retailer, had been providing to its large customer base through its award-winning e-commerce site, there was a disconnect between these online promotions and in-store sales. When considering this lag, Office Depot noted from a study that “80 percent of consumers worldwide say they will only engage with a brand’s marketing offers if those offers are based on how they previously interacted with the brand.”