Our identity is a deep expression of who we are. It sets us apart, unites us with others, and gives life meaning. It’s also how others see us, and when they acknowledge our identities, we feel seen and appreciated.  When marketers understand and leverage the power of identity, they can create more enduring customer relationships. ...

In our SheerIDEA Innovation Labs series, we’re exploring the ways top brands win loyal customers from valued communities through VIP offers.  Recently, our Senior Marketing Strategist Anglea Modzelewski took a deep dive into how marketing leaders at Nike, Vineyard Vines, and Bed, Bath & Beyond build lasting relationships and attract new customers with Veterans Day ...

Customer loyalty is important to any brand—after all, it’s cheaper to keep an existing customer than attract a new one. But for subscription-based companies that depend on recurring revenue, retention is even more critical.  That’s why streaming platform TIDAL has made identity marketing a cornerstone of its strategy. By offering exclusive discounts based on a ...

Over the last fifteen years, personalized marketing has been built on stalking consumers. Third-party cookies, third-party lists, and third-party data were the norm—even though we marketers knew this unverified information was imperfect and intrusive.  Today, the landscape of data collection for personalization in marketing is shifting quickly. Thanks to increasing regulatory scrutiny and a long-overdue ...

Like many industries, banking underwent a massive digital transformation during the Covid-19 pandemic. In April 2020 alone, there was a 200% increase in new mobile banking registrations and an 85% rise in mobile banking traffic. William Demchak, Chairman and CEOof PNC Bank, describes it as a ten-year shift in consumer behavior that occurred in two ...

Sweepstakes campaigns are a great way for marketers to generate leads. According to an analysis by Wishpond, contest email CTRs are 5.5% higher than other emails, and contest landing page conversions are 7.3% higher than typical landing pages. When your sweepstakes is also an identity marketing campaign, you can see even greater success. Why You ...

When Covid-19  hit, it disrupted families and schools across the United States. Parents were overwhelmed, teachers were displaced, and children had to start learning from home. A year and a half later the pandemic continues to take an unthinkable toll on our communities, creating social, emotional, and academic burdens - especially for students and teachers. ...

Marketers have long relied on third-party data to target and acquire customers, personalize messages, and drive growth. However, those days are numbered. Increased digital privacy concerns are driving investments in new data sources, customer content, and community-building programs.  Data collection and the understanding of customer identity is changing. Marketers are discovering that first-party and zero-party ...

As a frequent mover, I’ve changed my address with USPS many times. I always sign up to receive the new-mover offers, and I’m always disappointed when the packet arrives. The discounts are often too small to make much of a difference, and keeping track of paper coupons in the chaos of my move is nearly ...