Rich Smith

The Death of the Cookie Doesn’t Mean a Return to Old Ways of Marketing

Over the past couple of months, cookies have returned to being a hot button item for digital marketers. Ranging from Google's announcement of the removal of cookies in its Chrome browser to the fight between Facebook and Apple, discussions on the death of the...

Say Goodbye to Personas: Adapting your marketing strategy for today’s consumer

Personas have historically played a central role in the marketers’ playbook for understanding, segmenting, and targeting consumers. By dividing groups of consumers based on characteristics like demographics, income, occupation, and location, however, what is ultimately created is a profile of the “average” consumer within...

Using Behavioral Data to Drive Better Customer Experiences

Growth and competition in the digital landscape has caused many marketers to bury their consumers in ill-timed messages, inundating them with potentially unwanted information and unneeded choices. But, advanced marketing has evolved from buying attention to get our brand in front of the consumer...

The future of retail is as simple as I.D.E.C.

No one would deny that the face of retail is changing due to the forces of e-commerce. What we may not fully grasp yet is how that pace of change is accelerating and what it will mean for many industries in even a...

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