Consumers are making choices with every click, conversation, photo and video upload – every waking moment is being logged, meaning that brands need to engage with them across all channels and in every interaction.
Enter the world of hyper-personalisation – the trend to have more campaigns and activity focused on the user’s social trending, search and unique, personal, browsing data. Consumers are expecting brands to offer up what they need or want based on location, interests, demographics, choice of social networks. How can brands best meet this growing trend and what challenges do they face?
Revolution examines why hyper-personalisation is here to stay and which brands are leading the way in this area. Plus, we look at the data challenges with hyper-personalisation the questions to ask when hiring as social media agency.
Special report: Search marketing – search gets smarter
Imagine if, instead of delivering up search results based on the keywords you typed in, your search tool was more of an omniscient oracle that could understand the nuances of both you as a person and as a searcher.
Sound farfetched? This was the view recently put forward by Colm Bracken, group search manager at Microsoft. He gives the example of how, if you asked "find me a train from Reading to my hotel in Hampstead," the engine knew exactly where you were in Reading, looked at the current time, calculated how long it would take to get to the station, showed you the cost and highlighted which of the two tracks the train would arrive at, since it knows this isn’t your usual route.
As search engines start thinking more like humans, Revolution looks at how much better search is getting in delivering the most accurate and relevant results. What are the challenges with search engines thinking more like humans and what are the benefits? How will brands be able to capitalise on this new search model?
Battle of the Brands: Search marketing
We look at the search marketing strategies of two of the UK’s biggest financial services providers – how do they stack up and who is the ultimate victor?
For further information, contact: Kim Benjamin, 020 8267 4930