Page 71 - PR Communication Age January-June2020

businesses use them nowadays to an- might like based on past purchases, sonal information to sell it to data-
swer their audience queries on their and more. bases.
sites for instance. Among its benefits,
it's worth pointing out that they are Customer retention is Instead, you need to convince them
able to communicate with users in real the information they allow you to col-
time. gaining importance lect will be used to offer them a bet-
Getting new customers is great and ter user experience. Otherwise, people
Besides, they are cost-effective and you need to do your best to reach new would stop providing personal details
can offer a much more personalized audiences. But, it's also important to to brands. I don't blame them, no one
treatment. Visitors to your website will retain your customers. The latter could likes to be spammed all the time.
appreciate not having to wait for their do business with you again in the fu-
questions to be answered while they ture. You will be able to gather reliable Now you are ready to choose the right
can carry on browsing on your Web data from them. channels to advertise both your prod-
page. ucts/services and your business. I hope
What's more, it's cheaper to retain
you have found this information useful.
Personalization customers than to gain new ones. Not You wouldn't be able to make a great
to mention the fact that past custom-
This year a lot more companies are ex- choice unless you knew what digital
ers, if they're happy with your brand,
pected to use personalization in their display advertising, search advertising,
can recommend you to the people they
digital marketing campaigns. The truth social media advertising and email ad-
know. So, it's worth drawing them the
is not many companies are offering a vertising are.
attention they deserve.
completely personalized service. How-
ever, this is what many users expect. Consumer privacy has to Remarketing and retargeting are es-
sential too. Any of them can help you
be guaranteed
So, if you want to improve your ben- convince those visitors who left your
efits, you need to focus on personaliza- These days, more relevance is being site without taking a desired action.
tion. I mean, not only using your cus- given to consumer privacy. You must be Besides, being familiar with the digital
tomers name on their emails, but of- transparent with your customers and advertising trends of this year is man-
fering them products you think they assure them you won't use their per- datory. T

Corporate Insurance Management - A Primer

Handy Reference book for Insurance Professionals

This book covers various aspects of fundamentals of Insurance, Insurance of Assets, Business
Interruption Insurance and the art of Insurance Management in Corporate Enterprises.

Mr. Sanjiv Achut Shanbhag, a general insurance professional having vast experience of more than
40 years in the insurance industry, ventured to prepare a concise primer as a handy reference
guide for Corporate Insurance Managers. He has meticulously penned his rich experience in
form of this book.

Price:
India - Rs.500 + Rs.60 courier charges. Outside India - US $ 30 including delivery charge.

For any query please contact
Sashi Publications, C/o The Insurance Times, 25/1, Baranashi Ghosh Street, Near Girish Park, Kolkata – 700007
Phone: 033-40078428 /429 / 22184184 / 22696035, Portal: www.bimabazaar.com, Website: www.sashipublications.com

"Many of life's failures are people who did not realize how close they were to success when they gave up."-- Thomas Edison

PR COMMUNICATION AGE January - June 2020 71