Advertising practitioners often turn to personalization-based media strategies to counter banner blindness—the conscious or unconscious act of ignoring banner ads and other graphics that look like ads. But a new study challenges this practice by suggesting that breakthrough, creativity-based strategies may be more effective in some situations.
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We have seen a significant increase in consumer participation in social media over the last decade. This can have a substantial benefit to firms. The problem is, while many consumers join platforms, they tend to spend less time on them over time. To have a sustainable social media marketing program, customer engagement must be maintained over the duration.
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Many ecommerce shoppers rely on reviews to help make their purchase decisions. But lately, the authenticity of these review platforms have come into question. Retailers have been looking for ways to increase trust in reviewers. One stumbling point, asking reviewers to disclose their identity can raise privacy issues. It also creates a positivity bias. Fortunately, there are actions review platforms can take to enhance customer trust while reducing the need for individual reviewer disclosure.
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