Personalised marketing is an illusion. Unless....

Personalised marketing is an illusion. If we ever really had personalised marketing, then the closest we ever got to it was the apocryphal small town storekeeper of yesteryear who would know each and every customer by name, know what was happening in their lives at any given point and would be able to make well-intentioned product recommendations for each of them individually.

Most of the readers of this article will be too young to know if that situation ever really existed, although we could ask our grandmothers. But if it ever did, then it would have relied on two key elements. Firstly, in a small town where everyone knows everyone, the local shopkeeper was probably as close to a real friend of the shopper as is possible in a commerce situation – that is, if he or she was not actually a friend. Secondly, in a situation where there was probably only one store in each small town, the local shopkeeper really did see and know every purchase that each shopper made.

Why personalised marketing is so difficult today

If we fast forward to the modern day, you quickly realise just how impossible that situation is to replicate today. Firstly, while


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How referral marketing can navigate around the adblocking problem

Nothing works like it used to, things that were free now cost lots of money, and things that were affordable no longer are. Such is the dilemma of a modern marketer.

The rise of ad blocking was a standout feature of 2015, a year which saw the release of Apple's iOS 9, the launch of the AdBlock browser on Android, and Adobe and PageFair forecast that it cost publishers up to $22 billon in lost ad revenue.

This is set against a backdrop of a number of challenges for publishers, including ever declining email open rates, the rise of ‘dark social’, paywalls on social networks reducing organic social to near zero, the trend towards delayed TV watching, Google’s continued assaults on the whole concept of SEO, banner blindness, paid search, affiliate costs...it goes on and on. Each of these, both individually and combined, makes it harder than ever to get marketing messages in front of a target audience.

For those who just can’t see beyond ‘interruption advertising’, the knee-jerk response is simply to shift ad spending to other media more impervious to ad blocking like pre-rolls on You-Tube and Facebook video and mobile newsfeed ads, paid product


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The Miracle Cure for Your Black Friday Hangover

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After The Party...The Hangover!

Well as parties go, this year’s Black Friday weekend was ‘one huge sales party’!

We are not going to bore you by repeating all the stats about how many billion dollars of sales were made, how many million parcels need to be delivered or what was the average response time for the Argos or Target website. Let’s suffice it to say that US$4.4bn spent online in the US and £1.1bn spent online in the UK is a big party in anyone’s vocabulary.

But like all good parties the morning after normally starts with a hangover as you try and piece together what happened the night before.  And the bigger the party...... the bigger the hangover.

If you are a retailer you will still be busy for a few days trying to get all those parcels out and working out how to deal with the inevitable returns. But there is a moment on the horizon you are dreading, in effect this moment is going to be the ‘mother of all your hangovers’.

That moment is going to be like someone throwing a jug of ice cold water over your poor


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Bauer, Future & Immediate Media Innovate To Drive Subscriber Growth

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Leading UK Magazine Publishers Drive Subscriber Growth from Referrals

After a difficult decade for the global magazine industry, beset by competition from abundant free content online and peer to peer sharing of copyrighted information, 2015  was predicted to be the year that digital revenue gains finally outweighed falling print revenue. So it is encouraging to see the UK, with its long and illustrious history of printed magazines and pamphlets, leading the way in adopting innovative solutions to drive subscriptions growth across print and digital, as seen in the recent PPA ABC Consumer Magazines Report in August 2015

An example of how the UK's leading magazine publishers are embracing the opportunities offered by digital to drive subscriber growth was our announcement on the occasion of the Professional Publishers’ Association’s ‘Customer Direct Conference’ at the Jumeriah Carlton Tower Hotel in London, on 18th November 2015 that each of Bauer Media, Future Plc and Immediate Media will integrate the Buyapowa software into their magazines’ websites.

Thanks to Buyapowa's easy to use sharing tools, each of these publishers will enable and empower existing loyal magazine subscribers to recommend, straight from the magazines’ websites or from newsletters, that friends, family and colleagues try out


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What a Waste: Has Product Sampling Led To Global Warming?

How Innovation Has Made Sampling Better.......And Saved the Earth Tons of Trash!

If there was an area of marketing ripe for innovation it had to be sampling!

If you have any doubts, then the next time a smiley young person presses a face cream pack or International SIM card into your hand, just check the mountain of discarded packets round the corner.

Then just think of all that waste from all the sampling campaigns across all the cities and towns where teams are handing out sachets and packets heading to landfill sites and then you get an idea of the environmental problem. 

Whether from live sampling teams in co-ordinated sweatshirts or sachets glued into magazines pages, apart from the environmental waste of all that bubble wrap, traditional sampling’s problems are:

  • scatter-gun targeting meaning products go to people who will never become customers;
  • no feedback as to who liked and disliked the product and why; and
  • little conclusive link between the sample distribution and future purchases.

Yet sampling remains a valuable tool for marketers looking to introduce a new product or grow market share because it removes the ‘price barrier’ to adoption and lets potential customers try the product


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