Honoring Data Privacy Day

January 30, 2017
/   Data

Data privacy is a subject we take extremely seriously here at Conversant and in anticipation of Data Privacy Day, which took place on January 28, I sat down with Conversant Counsel and Manager of...

Happy Holidays from Conversant

December 16, 2016
/   Culture

Our digital audience is bot-free, but our holiday cards aren’t. Season’s greetings from a bunch of real, verified humans at Conversant.

Conversant Launches Header Bidding

November 30, 2016
/   Product

I’m excited to announce that header bidding is now available to all of Conversant’s publisher partners. In case you’re wondering: What’s header bidding? It’s a solution that allows publishers...

3 Essentials To Amp Up Your Creative Job Search

November 9, 2016
/   Recruiting

In an ever-changing, highly-competitive digital age, landing your next creative gig can seem overwhelming. Being a good designer and/or developer doesn’t cut it. Presenting your background in a unified, well-organized manner, is critical. Recruiters...

THINK YOU KNOW YOUR CUSTOMERS? ODDS ARE, YOU DON’T.

September 29, 2016
/   Epsilon

If digital marketers want to make an impact, they know they need to recognize their customers across all their devices and channels, in order to deliver consistent, compelling experiences. I’m not just saying that....

How Transparency Can Help Solve Ad Quality

August 11, 2016
/   Ad Quality

Ad quality is a hot topic for digital marketers, who are hunting for ways to improve viewability and ensure brand safety. But the hardest to solve may be ad fraud. The Association of National...

Conversant & Epsilon Care

July 11, 2016
/   Culture

With our deep commitment to corporate social responsibility and community engagement, Conversant and Epsilon associates were thrilled to once again participate in the Chicago Cares Serve-a-Thon, Chicago’s largest day of service. Each year, the...

Understanding Personalization

January 22, 2015
/   CRM

A study conducted by market research and insights company Ad Perceptions and Conversant revealed that 73% of agency and brand-side marketers agree that personalization represents the future of digital. But if you spend any...

THINK YOU KNOW YOUR CUSTOMERS? ODDS ARE, YOU DON’T.

September 29, 2016
/   Epsilon

If digital marketers want to make an impact, they know they need to recognize their customers across all their devices and channels, in order to deliver consistent, compelling experiences. I’m not just saying that....

THE BEST MOBILE PLATFORM, VALIDATED

October 1, 2015

Conversant just took home the Mobile Media Summit award for Best New Technology/Publishing Platform for Mobile. A glance at our numbers makes it clear why we came out on top: We accurately reach over...

Conversant Knows How to Have Fun

January 21, 2015
/   Corporate

It’s no secret that during Q4 at Conversant, things can get a little hairy, with holiday client campaigns, Black Friday deals, Cyber Monday madness and everything in between. But, we do our best to...

How Transparency Can Help Solve Ad Quality

August 11, 2016
/   Ad Quality

Ad quality is a hot topic for digital marketers, who are hunting for ways to improve viewability and ensure brand safety. But the hardest to solve may be ad fraud. The Association of National...

A Final Look Back at 2015

January 8, 2016
/   Corporate

2015 was quite the year for Conversant, and before we’re knee deep in 2016, I think it’s important to take a quick look back at some of our accomplishments throughout the year. On the...

How Conversant and FIA make every second count

March 4, 2015
/   Corporate

When a child is abducted, a tornado warning is issued, or a regional alert is declared, spreading public awareness is essential as precious minutes and seconds can save lives. That’s the driving insight behind...

Demand Even More Than 100% Viewability

December 15, 2015
/   Ad Quality

If our industry had a buzzword bingo card, “viewability” would be on it. It dominates our daily conversations, overshadowing other important factors that are required to ensure true ad quality. Conversant has been at...

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In an increasingly dynamic digital environment, mass marketing approaches just don’t cut it. Today’s empowered consumer needs – and expects – to be engaged with highly relevant messages. The more a message reflects an individual’s specific needs and preferences, the more likely it will be to motivate the desired action.

The key to understanding what individuals want, of course, is robust customer data along with the ability to bring it together and identify insights. Conversant has led the industry in innovating approaches to identify individual level insights to empower individual level audience selection and one-to-one consumer engagement.

Not surprisingly, personalization – the tailoring and delivery of messages and media based upon known individual characteristics, needs, interactions with the brand, and likely future behaviors – has garnered increased interest from marketers. There are several reasons that personalization is gaining so much traction:

  1. The age of the customer calls for a more tailored approach to marketing. In an era of unprecedented access to information, marketers must take a more individual centered approach to engaging customers and prospects. This approach must be executed across a user’s various devices as consumers are not only expecting highly relevant messaging, but also compelling storytelling.
  2. Organizational interest in personalization is on the rise. In a recent commissioned study conducted by Forrester Consulting on behalf of Conversant, 92% of marketers and consumer insights professionals surveyed indicated that interest in personalization within their organizations had grown over the course of the past year. More and more companies recognize the value of serving the most relevant ads to the most valuable prospects and customers at the most opportune moments, wherever those may occur. We’re talking right message, right time, right device.
  3. Advanced personalization is seen as a future “must”. Marketing and customer insights professionals place great value on personalization as a means to achieving both short and long-term goals. In the study referenced above, 94% of respondents rate personalization as “important”, “very important”, or “extremely important” to meeting current marketing objectives and 97% report the same for long-term marketing goals.

It is clear that marketing professionals recognize the value of taking an individualized approach to marketing, both now and in the future. For most companies current levels of marketing personalization are relatively modest. But they don’t have to be.


Ready to learn more? Download The Personalization Imperative, a study conducted by Forrester Consulting on behalf of Conversant.

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