segmentation

Stand Out on Mobile Marketing’s Red Carpet: How to Put Together an Effective Oscars Strategy

The Academy Awards is the biggest night of awards season—Hollywood’s Super Bowl. While its viewership is smaller than  the Super Bowl, the Oscars is the

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It’s Not a Snowstorm—It’s an Opportunity

Right now, the whole northeast feels shut down. Parts of Connecticut received 17 inches of snow. More than 2,000 flights have been canceled. Major subway

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Is Your Western Mindset Hindering Your Global Marketing?

Years ago, while I was working for a multinational publishing company, a team from our China office came to visit. On their first day, they

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How to Market Differently (and Effectively) to Each Generation

You wouldn’t send a push notification advertising a sale on cognac to an 11-year-old or an email to Australian customers wishing them a happy Arbor

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When Does Message Personalization and Segmentation Become a Trap?

As it becomes harder to reach and engage customers in today’s distraction-filled world, more and more marketers are turning to personalization to cut through the

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Are You Using All 5 Personalized Marketing Tactics?

It wasn’t that long ago that the capability to seamlessly add a user’s first name to communications or online experiences was an exciting way to

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Trigger Automatic Messages Seamlessly With Connected Audiences [Product Spotlight]

Thank you notes, order confirmations, and personalized recommendations—these 1:1 transactional messages can be a powerful way to build closer relationships with your customers by sending

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The Secrets of Customer Segmentation Strategy

Know thy users. Then, segment them. Customer segmentation strategies are key for relevant and effective mobile marketing. Sending campaigns to smaller, thoughtfully constructed segments (vs.

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