As consumers become increasingly aware of how personal data can be exchanged for value, their expectations from brand interactions are growing — especially for retail brands entering the holiday season.

According to a survey from customer data platform RedPoint Global, 75% of consumers said that they wish retailers understood their personal preferences better and would use those insights to inform future offers.

Why we should care

While the survey specifically focuses on the upcoming holiday shopping season, personalization is not a passing marketing trend. Nearly 60% of survey respondents indicated that they are more likely to purchase from retailers who send them personalized content and offers. With personalization driving conversions and sales, marketers should anticipate that consumer expectations are only going to climb higher when it comes to delivering the right offers.

“It’s clear that consumers have had enough of irrelevant communication from brands that fail to leverage personal preferences and engagement history,” said Redpoint Global chief marketing and strategy officer, John Nash. “Every buyer expects to be treated as a unique individual — and the holiday season is an ideal time for retailers to deliver on these preferences and win customers over.”

But in order for brands to deliver the personalized experience consumers crave, it’s important that marketers consider how consumer data fuels personalized offers. Nash explained, “To achieve long-term loyalty… retailers must build effective relationships with each unique customer across all touchpoints — not just during the holidays, but all year long.”

More on the news

Additional insights from the survey include:

  • 74% of brand loyalty members expect brands to understand their needs and expectations better than other retailers where they are not a member.
  • Over a third of respondents remain loyal to their “go-to” brands for holiday shopping, saying they exclusively purchase from retailers that they have shopped with in the past.
  • Over a third of consumers surveyed said they made a holiday purchase on Amazon Prime Day in July 2019.

About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.


Siloed teams and breakdowns in communication are familiar challenges to most of us. In our fast-paced environments, it can sometimes be difficult to ensure teams are all on the same page, particularly when it comes to digital marketing execution.

New solutions, intended to speed up processes and improve efficiencies, often create complexities as more users are added, additional tools are implemented and processes need to scale. The content creation process can involve a number of players from different teams, but how can we ensure everyone is on the same page?

Adobe’s State of Creative and Marketing Collaboration survey sought to better understand how teams work together when creating content and delivering customer experiences. The survey included over 1,000 creative, marketing, advertising and IT professionals, and the findings point to the growing need to improve collaboration efforts across departments.

We’re creating more content, but communicating less

Survey results indicated that cross-team communication takes place at least once a week, but those meetings don’t necessarily mean collaboration. Only 35% of all professionals surveyed rated their existing content creation and delivery process as “very well-coordinated.” With a growing number of content requests, these processes become more convoluted and lead to breakdowns.

“Marketers are being asked to produce and deliver way more content than they were asked to do just five years ago,” said Bruce Swann, group product marketing manager for Campaign at Adobe.

Improve visibility, transparency across teams to streamline processes

Most organizations use productivity and communication tools, but in some cases adoption is low. Driving adoption within your own team and across the different departments you work with can be critical to working smoothly together.

Many workplace messenger apps allow users to create groups or channels dedicated to specific projects to open up a new line of communication for users involved. These can be used to streamline processes and help bring the necessary parties from each team into the conversation, improving visibility into upcoming projects and tasks.

Involving creative will improve outcomes

Lack of visibility into campaign results is a consistent challenge among creatives. Only 24% reported being involved during the reporting stage. “Reporting is often stuck in silos or teams,” Swann said.


Brand safety issues are partly responsible for the trend toward in-housing and they’re also driving a retreat from programmatic among some brands. A new survey from the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI) shows why brands should be nervous about their content appearing beside questionable or offensive content.

Reduce their purchase or stop buying entirely. TAG and BSI polled just over 1,000 U.S. adults in late July. As with other, similar surveys, the parties found that a majority of consumers would have a negative opinion of brands advertising products near extreme or offensive content. And although consumer opinions don’t always translate into action, majorities of consumers told the TAG-BSI survey that they would reduce or stop buying products that appeared in these questionable contexts.

The survey asked respondents to estimate the amount of online content that falls into categories of “dangerous, offensive or inappropriate.” Roughly 85% said some (51%) or a great deal (34%). The survey then asked about reactions to specific types of content.

Which of the following types of content do you think advertisers should prevent their ads from running near?

brand safety and offensive contentongoing brand safety issues and advertiser defections. And while brand safety on YouTube and elsewhere across the internet have improved, it will remain an issue as long as algorithms and machine learning (and not humans) determine when and where to serve ads.

Whitelists, blacklists, direct buying, in-house brand safety positions and concerted industry initiatives will continue to improve online brand safety. Yet the continuing quest for brand safety will come, to some degree, at the expense of audience reach.

About The Author

Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google .