5 Steps to Creating Personalized Marketing for Consumer Communities

A huddle of smiling college students brands can target with personalized marketing.
Current approaches to personalized marketing are falling short, and both brands and consumers are searching for a new way to build mutually satisfying relationships. Brands are responding by implementing new approaches to personalization that give consumers control of their data. This move is restoring trust in the brand-consumer relationship and helping brands leverage the social ...
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How to Create Personalized Marketing in the Wake of CCPA

A woman in front of her laptop, worried about her data privacy and wondering if she should take advantage of the CCPA and ask a company to delete her data.
Marketers are constantly leveraging consumer data to create targeted marketing. But today’s consumers highly value their privacy and will punish brands that don’t protect their personal information. More than 4 in 5 consumers say they will do business elsewhere if they don’t trust that a company is responsibly handling their data. The California Consumer Privacy ...
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SheerID Expands Vision to Balance Personalization and Privacy

A female teacher at a chalkboard, a young woman walking on campus, and a soldier holding the hand of his toddler daughter--all members of a high value consumer tribe brands should target with personalized offers.
A message from Jake Weatherly, CEO of SheerID Today we announced that SheerID received a $64 million minority investment from CVC Growth Partners. It’s a big moment for SheerID and our customers. It’s also a milestone that excites me as the company’s CEO and underscores our inflection point in the industry.  Together with our recent ...
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The Importance of Customer Verification for Personalized Marketing

A man and woman verifying a personalized offer on their cell phones, underscoring the importance of customer verification for brands.
Identity marketing is a rapidly emerging form of personalized marketing that many brands are beginning to use. It involves using personalized offers to engage consumer communities like students or teachers, based on their deep-seated identity attributes; however, most marketers don’t understand the importance of customer verification to make this form of personalization succeed. How Identity ...
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How Digital Verification Makes Marketing to Students Easy for Financial Services

A smiling female college student on a bright campus.
Marketing to students can be a lucrative strategy for financial services organizations. In the US alone, college students have $574 billion in spending power. And capturing their business early can pay off. Research shows that college students have a 10-year customer life cycle.  What college students often don’t have, however, is a FICO score or credit ...
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How CompTIA Crushed Student Discount Abuse

Happy college students walking down a corridor in a stately campus building.
Student discount abuse is rampant—as high as 35% with some brands. That can be devastating for brands that use student discounts to attract and nurture new customers. CompTIA experienced this damage firsthand when it realized fraudsters were ripping off their student discounts and reselling them. To stop the discount abuse, the organization used digital verification—and reaped ...
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4 Ways Expedia Created Successful Personalized Offers

Headshots of Sai Koppala and Dan St. Clair at Skift 2019 for their conversation about Expedia's personalized offers.
Traditional marketing tactics, like universal discounts and segmentation, aren’t working like they used to. This fact is particularly apparent in the hospitality industry, where consumers show more loyalty to price than they do to brands, and where universal discounts have completely taken over. Brands like Expedia are trying a new approach: personalized offers. Expedia's personalized ...
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Comcast Launches Creative Way to Market to College Students with New Technology

Two female Gen Z Comcast customers smiling because the company's creative way to market to college students included Amazon Music and HBO, too.
Gen Z is a highly coveted audience, and smart brands are doing everything they can to capture their attention. Comcast developed a creative way to market to college students that leverages the best of what they, and other media companies, have to offer. This new approach maintains Comcast's profit margins and it’s working like gangbusters. ...
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Gated Offers: A Customer Acquisition Strategy That’s Tripling Conversions

A young man redeeming a gated offer on his cell phone. 94% of shoppers would take advantage of a gated offer.
Digital marketers know it from their data: The online buyer-seller relationship is on the rocks. The causes are plain to see. Consumers are barraged with messages. They’re hounded by urgent tones, remarketing ads, notifications and emailers, and their social media icons light up with red alert buttons begging them to click. They can’t keep up ...
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4 Tips to Make Personalized Offers Stick for Gen Z

A Gen Z boy standing in front of a world map, happy with the personalized offer he received from his favorite brand.
Gen Z is the future. And they’re the biggest segment we’ve ever seen: nearly 2.5 billion strong and projected to account for 40% of all consumer spending by 2020. You need to engage them, but it’s difficult to cut through the noise. Want your brand to stand out? Win over Gen Z with personalized offers ...
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