Mintel’s thoughts on the key trends from Adobe Summit 2019 point to the dilemma that marketers are facing: it’s easier to reach customers but harder to get them to care. We dive deeper into how to gain their trust and their loyalty.
Personalisation can’t be a one-sided exercise based on data alone. It is vital that marketers have a feed of insights gained from quality, one-to-one conversations with customers, made richer because they’re conducted by real humans, in real-time.
Segmentation is the classification of different groups of consumers or organisations, based on similar needs, behaviours or interests, allowing businesses to be smarter in their targeting and create messages that resonate with particular segments.