Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.
While not setting a new legal precedent since the ruling was specific to the suspect’s parole agreement, the court’s decision does reinforce concern about ways biometrics will be used for law enforcement.
Marketers say their top KPIs are long-term ROI and full-funnel ROI, but 70% plan to increase their performance marketing spend and reduce investment in brand building — a tactic that may not support the long-term strategic goals. There have been significant reductions in ad spend in traditional mass channels like TV and radio as dollars shift to digital channels. Nielsen research shows TV leading the way as a long-term ROI multiplier.
Google will begin the U.S. rollout of its much-anticipated generative AI search capability this week, with rollout in other countries “coming soon.” Search results include links to information sources but Website owners still worry that detailed answers will result in fewer people clicking past Google to their own websites. From Google’s perspective that’s a feature, not a bug.