Observed Signal · Jan 19, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Marketing Personalization Developments: Gamification, Dynamic Search, Cookie Deprecation
An article from CMSWire examines recent developments in marketing personalization, highlighting four areas: refined gamification, dynamic search results, data privacy and the end of third-party cookies, and investments in in-house data skills. Citing a Salesforce 2020 Trends in Personalization report, it notes that 97% of marketers significantly increased personalization efforts in 2020, and 52% of consumers expect all brand communications to be personalized. Industry executives from Formation.ai, Searchspring, Avensia, Coveo, and Jivox share perspectives on using gamification to build customer lifetime value, generating product recommendations at the moment an email is opened, complying with GDPR, and preparing for Google's cookie deprecation. The article advises brands to prioritize first-party data and secure consent to maintain personalization effectiveness in a cookieless environment.
This article captures key shifts in marketing personalization—gamification, dynamic search, and the transition to first-party data after cookie deprecation—making it relevant for MarTech and AdTech stakeholders.
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Key Takeaways & Evidence Grounding
- Salesforce's 2020 Trends in Personalization report found that 97% of marketers significantly increased their personalization efforts in 2020.
- Nearly one fourth of marketers achieved a revenue spike higher than 20% due to personalization, and 52% of consumers expect all brand offers or messaging to be personalized.
- Formation.ai's CEO stated that modern gamification platforms can increase brand growth rates by 6% to 10%.
- Searchspring's CEO described dynamic product recommendations in emails that update based on the shopper's latest activity when the email is opened.
- Coveo's commerce group vice president cited Google's plan to eliminate third-party cookies as a driver for brands to shift toward first-party data.
Connected Companies & Entities
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Ontology Mapping & Concepts
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