Embracing TikTok for Brands

Thinking about making TikTok part of your social media strategy?

Eliminate Content Fatigue by Doing These 3 Things

Have you felt overwhelmed with content and information lately? Since working from home the emails, social media notifications, commercials, and text messages have been on overload. Lately our team is even feeling overwhelmed by family and friend text messages. ❤️  It seems to be everywhere you look.

Enter content fatigue (aka Ad Fatigue)! According to Hubspot, this “…occurs when your audience sees your ads so often that they become bored with them and stop paying attention.” Much of the content fatigue that we’re experiencing today is a result of a changed routine of working at home, however, it’s also a result of more organizations trying to capture the attention of new customers and retain current customers.

Here are 3 easy ways to limit content fatigue for your customers:

1) Less Is More

Remember the acronym  K.I.S.S. (keep it short and simple); use it. Often in marketing, we focus heavily on driving messaging through a lot of words when in reality we should be keeping it simple.  According to a study done by Microsoft, the attention span of consumers is shorter than that of a Goldfish at merely 9 seconds! That’s not something you hear every day.  Short, “snackable” content allows for the key points of your message and call-to-action clear.

2) Visuals & Videos

Visuals and videos are the kings & queens of content. They help drive the messages that simply come together better through visuals. Images on Facebook get 20% more engagement than videos and 352% more engagement than posts with links only. Additionally, did you know that 4x as many consumers would rather watch a video than read to learn about a product? If you’ve noticed Apple does this very well. They promote their products by allowing the primary focus to be on the products. Drawing customers in by seeing others use the products and envisioning themselves with said products. These visuals and videos also create an authentic connection. Can you say checkmate?

3) Build a Content Library

Sometimes content fatigue happens from a lack of organization. Trust me, we’ve all been there. Building a content library will help you stay organized and innovative. A content library includes all the content being displayed across your social channels, stores images, and captures ideas. Using a content library can help you minimize the overuse of certain images and/or social channels. Constructing your content calendar will also help prioritize topics ensuring your communicating the most pertinent content aligned to your brand.

Managing content fatigues isn’t hard. Remember in 2006 when the social media giant known as Twitter launched with a wild concept of communicating with only 140 characters? Only later they increased that count to 280 characters. They’ve shown us that success isn’t in the quantity of content but the quality of content. The truth is your target audience won’t read everything you create. We’re in a microwave society that wants everything fast and simple. So why not give the people what they want?! Eliminate confusion for your audience by keeping content simple, clear, and engaging.

Up Your Marketing Game In The Next 60 Days

Do you remember the days when going to trade shows, conferences, listening sessions, or maybe even trainings happened in-person? Yes, these were all ways to connect with like-minded individuals in our industries, and in full transparency, it was a nice break from sitting in the office. These were times that allowed us to get away from our daily routine while still bringing value to our organizations. The desire for this type of engagement and learning hasn’t changed one bit. According to a survey documented in Human Resources Today, 68% of employees believe training and development is the most important policy in their organization.

However, we all know that much of that has changed over the past 12 -18 months. So, what do all great marketers do? Let’s say it together – we adapt! 🤩 With these opportunities being revamped to become more digitally focused (no pun intended) it still gives all of us the best of both worlds.

If you’ve ever been on the fence about attending a conference, there’s never been a better time to look around. Here are 10 key virtual events within the next 60 days….here’s hoping next year we’ll be giving you a list of in-person events to attend. Can you say bye-bye COVID and hello vaccine? Btw, to register for any of these, simply click the name and it will connect you to the conference site.

1. Digital Marketing World Forum March 24th – 25th

This conference is as powerful as it sounds. This 2-day conference prides itself on its global brand speaker line-up while using the latest examples & case studies within the dedicated conference tracks. This also is free to attend and will be exclusively for the community of senior marketing professionals within America and surrounding regions! It’s coming soon so if you’re interested sign up!

2. Digital Summit At Home: Small & Med Biz March 29th– 31st

Sometimes you need support tailored not only to your business needs but your business size. Well, here it is! Focusing on developing tactics specific to small-to-medium-sized businesses this conference is designed to help you thrive in a new era of marketing and customer engagement.

3. Email Marketing Virtual Expo April 10th

Email Marketing Expo full of actionable advice around email marketing to help you continue to learn how to maximize your revenue with email marketing.

4. AMA Experience Design: Virtual Conference April 13th – 15th

The American Marketing Association is an organization that provides individual and corporate marketing development with top companies and leaders within the industry. Their Experience and Design Conference is no different. With key sponsors like Lucidpress and Vyond, you’ll explore new methods to best serve your customers and improve customer-employee interactions. And the best part of it all is that it’s completely free. #Savings

5. C3: Be a Part of the Search Evolution April 20th – 21st

With sessions covering accelerating demand and organic marketing maturity, this conference is website is all the SEO evolution and energy you need.

6. Adobe Summit Digital Experience Conference April 27th – 29th

If you’ve been in marketing, or know someone in the industry, Adobe speaks for itself. It’s a brand with a suite of products to support work such as content, graphics, photography, illustration, animation, multimedia/video, motion pictures and print. This conference reflects just that! Providing a well-rounded experience that allows you to learn analytics, marketing automation and listen to key speakers from around the globe!

7. Content Marketing Conference April 27th – 29th

Advance your content through mastering your existing content. This conference is creating a digital experience that will fortify your smartitude with mastery of the six pillars of content marketing.

8. Social Media Week May 4th – 7th

Social Media Week New York (#SMWNYC) is a worldwide event that brings together global leaders, social media practitioners, and digital marketers for a multi-day virtual event that serves as the central meeting point for the entire social media marketing industry.

9. Social Media Strategies May 12th – 13th

This conference is specifically designed for those within the public agency or government sector. Pretty neat if you ask us. A key approach in this conference is how can you leverage social media to humanize your agency and engage your communities.

10. Interact21 May 17th – 19th

Social media, strategy, behavioral design, and email analytics are the key areas that are covered during Interact21. This conference brings a modern and engaging twist that will keep you asking for more.

Attending a Conference OutsideSo, after looking at this list, you’re probably just as energized as us, right?! Awesome. 👏  These opportunities are designed to spark that creative component inside us to birth new ideas, tap into new skills and meet new people to elevate our brand and our work to the next level! With warmer weather upon us, register for a conference, set up shop on your patio table, and grab a notebook as you dive into a new experience!

3 Social Media Tactics for Q1’21

Social Media has not only become the norm for personal branding but also corporate branding. That said, 2021 will be a unique year where most businesses will have to learn how to kick-off new strategies, brands, and even products virtually – building on the success learned in 2020. This may be a stretch with over 3,000 small business owners listing marketing/advertising as one of the top 3 challenges in 2020, according to Guidant Financial. Nevertheless, social media as much as it has evolved is necessary yet still achievable for all businesses. Here are 3 ways to best utilize social media in Q1:

  1. VOC – Voice of the Customer:

    Any size company has the opportunity to hear from its customers; what a gift! This helps inform what your customers want, shows you where, and how, they’re engaged and identifies business efficiencies. According to, “A report by Forrester projects that digital customer service interactions will increase by 40% in 2021.” An increasing number of customers will leverage sharing their voice via digital platforms, such as social media. Therefore it’s important to have eyes and ears available to capture any and all feedback.

  1. Sets the stage for your brand:

    Social media allows you to set the stage for the past, present, and future objectives of your brand. Addressing, and even readjusting, customer perceptions by highlighting improvements in products, services, and perhaps even culture. The oh-so-fun and delicious ice cream brand, Ben & Jerry’s, has mastered this concept. They highlight their organizations mission and culture through their ice cream. Their unique naming conventions, flavors and partnerships create dialogue and brand awareness on their social platforms. Furthermore, they give consumers an easy way to stay connected to up and coming trends. But, let’s be honest, do we really need a reason to eat ice cream?! Sharing your future strategy and seasonal items to show how you’re thinking ahead while also incentivizing customers to stay engaged through multiple platforms. It’s the best mix!

  1. Highlight Your Customers:

    Everyone enjoys being valued.  Highlighting your customers showcases your target audience. Secondly, it shows that you care about customer satisfaction and not just sales. Lastly, it leads to brand loyalty through repeat and higher transactional customers. confirms how “After one purchase, a customer has a 27% chance of returning to your store…[and] if you can get that customer to come back and make a second and third purchase, they have a 54% chance of making another purchase.” Highlighting your customers can be sharing them using a product, a short product review, or a customer testimonial. Plus it’s great content for your social media campaigns!

These 3 ways are best utilized in Q1 to help set the tone for the rest of the year. Creating a brand presence early helps potential customers look to your business first to meet their needs compared to competitors. Furthermore, all can be conducted on various platforms for a very low cost. Kick-off your Q1 social media strategy today. If this all sounds confusing, reach out to us to help – we’re always here for you

How To Use Instagram Stories and Instagram TV In Your Business

How To Use Instagram Stories and Instagram TV In Your Business

Instagram video being taken of food

“Am I leveraging social media to the best of my ability?” is a question that many business owners ask themselves. According to Digital Media in Business, “88% of consumers expect businesses to integrate digital assistants as part of the shopping experience, to help them make better decisions.” As businesses use technology as the ultimate digital assistance to reach existing and new customers, social media has become a low-cost channel at optimizing business marketing and one of the newest channels is Instagram.

What’s the difference between Instagram Stories and IGTV?

Reaching up to 112.5 million U.S. users in 2020, Instagram is undoubtably one of the best social media platforms to market your business.

  • Instagram stories are images or short videos that disappear after 24-hours of posting.
  • Instagram TV (IGTV) resemble that of YouTube videos. These videos can be as short as one-minute and as long as 60 minutes. 60-minute videos must be uploaded from a computer but videos with up to 15 minutes of content can be uploaded from your mobile device. IGTV videos remain available for your followers as long as you have an active account.

Although different both options provide value to the users and account owners. Here are tips on how to best use each in growing your business.

IG Stories


  • Flash Promotions and limited time information are ideal for marketing on your stories. These are communications that you want to share for a short time but desire an immediate response. Individuals who take an active interest in staying connected to your brand can be marked for more targeted messaging

Follower Feedback

  • Use the ‘Ask me a question” feature to communicate with followers. By encouraging your followers to ask questions you can get testimonials, feedback, and even suggestions that you can incorporate into your product or service.



  • Use IGTV to conduct demonstrations of your product or service to create an increased trust for your business. It also allows followers see the ins and outs of what you’re offering, while building content for future. Edit the demo for short videos that can be used for a future commercial, campaigns and even webinar!


  • People want to feel connected to your brand. Giving followers access to things such as live interviews and events help create a sense of connection at the convenience of your follower.

Image with brand marketing quote women taking selfie

IGTV and Instagram Stories In Action

When it comes to putting these tips into action, here are a few companies that have done it well mixing product promotion with their corporate philosophies.

With 25.8 million followers across the globe, Adidas’s Instagram account has leveraged marketing new product releases, brand ambassadors, campaign’s, and sponsored events. They’ve tracked anywhere from 135,000 to 1.1million views along with follower engagement such as comments and shares.

Honda Motor Company utilizes Instagram to drive their 4.2million followers to exclusive tours of one of the largest private Honda collections in the U.S. and even test drive a car.

Even Proctor & Gamble has built a following of 145K to tackle everything from social justice, to product sustainability tips, and even intimate Q&A sessions with employees and celebrities.

There are two key benefits to both features offered through this platform:

One, it’s an easy 1-step process for followers to repost your content, becoming free marketers for your business, and who doesn’t love free marketing?

Secondly, Instagram notifies the account owner how the activity was received by followers which can be used to drive your next marketing tactics. Hello, free feedback and focus group!

All-in-all, Instagram stories and IGTV create a simple way to do a lot in one platform for your business.

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Maintaining a Small Business During COVID-19

Maintaining A Small Business During COVID-19

Downtown Indianapolis, Indiana looks different these days with many businesses shifting toward working from home or even closing due to the COVID-19 pandemic. The hustle and bustle traffic of summer’s past is nothing more than a distant memory; a memory that could become a fantasy as Indianapolis adapts to the new normal.

Surviving COVID-19 as a Small Business

Jody Alexander is the owner of City Nail Bar (CNB), a local nail boutique located on the corner of Market St. and New Jersey St. and has been blessed to be one of the surviving businesses during COVID-19. Since its opening in September 2018, City Nail Bar has been nothing like your typical nail salon. With an intentional focus on delivering high-quality services centered on the sustainability of not only nail care but clients, Alexander explained “I truly pride myself in customer service which is #1 in my book.”

However, CNB’s great customer service didn’t make them exempt from feeling the effects of COVID-19. Closed for a total of 81 days, Alexander learned quickly that being adaptable was critical when evaluating the needs of her employee and clients and more important the sustainability of her business. Alexander applied twice for The Paycheck Protection Program (PPP) and was awarded funds only after the second attempt. Designed to provide a direct incentive for small businesses to keep their workers on the payroll, and that’s exactly what it did for the CNB staff. Alexander explained “The PPP loan was a major contributor to how we were able to reopen and survive over the past few months. It allowed me to get employees off unemployment and stay current on bills.”

How Digital Marketing Helps Small Business

CNB’s focused marketing efforts have helped enhance high customer engagement while maximizing operations. Before COVID-19, CNB’s primary focus was to market the business and to boost sales of products. Now, Alexander has leveraged marketing to communicate the health & safety precautions to clients with their personalized email templates. Alexander added that “With personal services now being an optional service people need to feel comfortable with those services.” With their email database growing 300+ addresses in roughly 3 weeks, CNB hasn’t missed a beat. Interested clients can have the option to provide personal information and opt-in to receive updates based upon their preferences. They’ve also leveraged it to promote sales, increase bookings by appointment and sell gift cards.

Maximizing Your Client Interactions

As Indianapolis rolled back to Phase 4.5 recently, CNB is only booking by appointment. Alexander sees the positive in this and says, “By not accepting walk-in appointments it allows for each client to be the main focus during that time.” Identifying ways to be more efficient with marketing helps maximize time with the clients. Most importantly, it’s helped communicate some of the following best practices around sanitation such as mask wearing, sanitization stations, and partitions between each client and nail technician.

If you want your business to be featured in our new blog series, contact us at

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Generating a buzz around your brand that appeals to your target audience isn’t for the faint of heart; it takes sound strategy, patience and determination. Of the various ways to rally excitement about your brand, a popular method that savvy marketers have adopted into their arsenal of tactics is hosting a social media giveaway. 

You may have your fair share of experience with social media giveaways – whether being a hopeful participant, the host – or even, the winnerGiveaways can be a fun, creative way to build excitement around your brand and products using social media to connect with new potential customers. As with any type of investment, giveaways also involve a fair share of risk – but you know what they say: “no risk; no reward.” 

Here are some pro tips to successfully guide you into a successful social media giveaway plan and execution: 

Create Goals for Social Media Giveaways 

Before you go any further, begin by defining the goals of your giveaway. Having clear key performance indicators (KPIs) is key to focus this effort specifically on achieving your particular goal(s). Without the right goal connected to your brand, your efforts could easily go awry. 

Provide an Appealing Customer Prize 

Winning a free prize is usually exciting, but a prize also needs to be worth the effort of entering your contest. Make sure the prize you are giving away is relevant and exciting to your target audience, otherwise, you’re wasting your time and energy – or even worse, deterring people from your brand. A truly grand prize should win you over new leads and followers. 

Here are some prize examples to get you started: 
  • A limited-edition product 
  • Products from influencers in the market 
  • A once-in-a-lifetime opportunity 
  • Gift cards 

Time Your Giveaway Right 

When do you want to launch your giveaway? When will you end the giveaway? You’ll want to make those decisions early on in your planning process to optimize your efforts and avoid potential conflicts. 

  • Look at the calendar. You might use popular events or seasons as an asset to your giveaway strategy. What time of year will it be during the giveaway? Are there any big events that may distract your audience from it?  
  • E.g.: Consumers are more receptive to making purchases around Thanksgiving than they are on January 31st 
  • Ensure the type of prize you are giving and the timing of your giveaway align with the time of year, and will cut through the noise of your strongest competitors.  
  • E.g.Giving special Valentine’s Day discounts or prize(s) for your restaurant could add value before the popular holiday, but conversely, giving away a set of lipsticks when a big beauty industry competitor is launching a new product line could render your brand irrelevant and get lost in the shadow of your competitor. 

Partner with an Influencer or a Celeb 

Industry partnerships can be a powerful way to appeal to your target audience for participation in your giveaway. Think about who your demographic is excited about – is it a celebrity or an influencer? You’ll draw attention and build rapport with your target audience if you can partner with an established pro in your industry. 

Encourage Participation in Your Giveaway 

Make sure the steps for entering your contest are as simple and straightforward as possible to avoid confusion or worse – abandonment. Believe it or not, many digital marketers over-complicate the sign-up process by adding too many steps to contest entries. Simply put: the easier it is to enter your contest, the more entries and engagements you’ll have.  

Several related considerations: 

Don’t require an email sign-up for entriesGiveaways are meant to be a fun, introductory way to connect with new users. Many people are turned off by the commitment of signing up with their email, especially if they don’t know your brand very well. 

Promote your giveaway to your email list. You might even add an extra incentive to your pre-existing email recipients to enter the contest by sharing a link to your blog or website on their social feed(s) – like on Facebook or Twitter. 

Make it easy to enter using the same platform it’s posted on. For example, if you post the contest on Facebook, allow contestants to enter on Facebook. If you post it on LinkedIn, allow them to enter on LinkedIn. Making it easy to enter is essential. 

Make sure the steps for entering your contest are as simple and straightforward as possible to avoid confusion or worse – abandonment. 

Images courtesy of

Use Giveaway Tools 

One effective method of hosting a contest is by using a giveaway tool to create and manage your contest. Giveaway tools offer an out-of-the-box, cohesive, streamlined system for running your entire contest from start to finish. There are a variety of powerful, user-friendly giveaway tools available – here are some popular options you might explore: 

While there are some great benefits to using giveaway tools, the caveat to that option is the range of actions restricted from use on social channels. 

Announce your giveaway on all of your social channels 

and include one or all of the following actions to organically promote it: 

  1. Follow your profile(s) – and any collaborating partner’s profile
  2. Like the photo promoting your contest 
  3. Leave a comment or caption under your photo 
  4. Tag-a-friend (or 3) under your photo promoting the giveaway 
  5. Repost your photo promoting the contest 

Try to incorporate a viral loop built into your giveaway – another benefit of using a giveaway tool like the ones mentioned above. A giveaway loop is a powerful way to allow your contest entrants to share a custom link to your contest with family and friends. Many giveaway tools have the viral loop functionality, which will encourage participation and attract more unique visitors to your brand. Remember to read up on any restrictions associated with using giveaway tool instead of implementing an organic process. 

When your giveaway is over, be sure to celebrate your winner(s) 

– it will show your appreciation of their support and could further increase rapport with consumers. You could even post a photo of the winner with the prize – another way to boost awareness, reach new followers and drive authentic user engagement around your brand. 

Follow the Giveaway Rules in Your State 

There are certain legalities regarding contests and giveaways, so we recommend doing your homework or speaking to a professional to help you determine which rules and regulations pertain to your local and state laws. 

We hope this giveaway guide helps you feel confident to use this creative digital marketing method of increasing your brand awareness and reach.  

You don’t have to go at it alone.

Dekaf Digital specializes in social media marketing and would be happy to connect with you to determine what type of strategy is best suited to your brand.  

Contact us today to learn more! 

Digital Marketing Trends Pre and Post COVID

While it’s been over six months since the outbreak of COVID-19, it’s still an active virus impacting the United States and therefore, consumers and business daily. We’ve seen several adjustments to how companies are advertising and how consumers are responding and proactively approaching the market as well.

Before the COVID-19 outbreak, global advertising investment was estimated to grow at a 7.1% clip in 2020.  Now, it is estimated to see a rough contraction of 8.1%.

Digital marketing trends during covid

“Telecoms & Utilities”, which will experience a 4.3% increase in ad spend throughout the year as more consumers spend increased time at home using more utilities.

Even factoring in the pandemic, most online mediums will see an increase in spending according to Medium. Specifically:

  • Social media: 9.8%
  • Online video: 5%
  • Online display: 2-3%
  • Search: 1-2%

However, that’s compared to rates of 12-20% pre-pandemic which is to say that digital ad spending is seeing a rebound although it’s still off plan.

That said, 73% of media buyers indicate that Coronavirus will have an impact on Upfront 2020 and 2021 spend commitments and expect a 20% decrease in upfront spend v. original plan.

e-Commerce is a leader during covid

For those willing to invest, there’s good news. Online CVR (Conversion Rate) was up 8.8% in February showing that the dollars that are being invested are working at rates similar to Cyber Monday.

According to SEMRush, the “BUY ONLINE” keyword search volume skyrocketed in March globally for up to 27K searches per month showing consumers are ready to shop, and buy, online. Recent studies conducted at the end of Q1’2020 show that 24% of customers won’t be comfortable shopping at malls for the next 6 mos.

Even more good news is that a recent survey by Engine found that people are spending 10-30% more online so advertiser dollars are working harder than ever. This may be why West Elm invested in WFM Virtual Backgrounds. This is a creative way to drive traffic to their site while millions of Americans work from home.

Another company taking advantage of the pandemic is Bissell. They hosted online sessions of how to use steam tools and sales of their steam mop went up 500% Y/Y. One of the Top 5 Home Improvement stores has seen eCommerce jump 700% M/M.

Surprisingly, even with the increase in CVR, the jump in online shopping and these success stories, ad spends were down across the board for large and small retailers spending under $1M/mo. when comparing March and Feb. ad spends. by 1-9%. For those spending more than $1M/mo. they were up by 5.6%.

The same goes for industries, they were down across the board with travel hit the hardest however, Beauty & Fitness was up 28.9%.

Here’s the catch: With ad spend down, the cost of advertising is down as well so now is the time to get in the game. CPC (Cost Per Click) is down across the board with few exceptions such as Beauty/Skincare, Home & Garden and Jewelry.

Five tips for standing out during covid

  1. With the changing landscape, look for new opportunities. With the new online habits, consumers are online at times marketers never considered targeting. So, you may want to shift your advertising to the times best suited for your audience before your competitors figure it out.
  2. You can capitalize on the rise of media traffic and news outlets related to the constant stream of breaking news, and target these platforms with your online advertising at a lower cost than before the coronavirus pandemic.
  3. The key idea of marketing and advertising in the new coronavirus and post-COVID-19 era is to adapt to the new customer. So, keep things digital and map out how your target audience’s lifestyle is changing. For example, Nike stopped subscription fees for NTC Premium Service which gains them new customers. Post pandemic they’ll be able to monetize on these customers.
  4. Locate them at the right place and at the right time, and if you are willing to allocate some ad budget, you can now reach them at an unprecedented cost.
  5. Your messaging might also need to change along with customer behavior. You can advertise new deals, offer customer-friendly loans for your services, or just shift your entire marketing message to meet the altered customer demand.

Top 10 Digital Marketing Statistics for 2020

Whether you’re developing your strategy for 2020, or revising an already developed strategy due to the current market, these 10 digital marketing statistics will help inform and shape your direction. These 10 Stats are ones that every digital marketer needs to know in 2020.

digital advertising is increasingly competitive

1. Global ad spend will reach $6.5 Billion in 2020, a 4.2% increase from 2019 (Source: The Drum)

2. By 2020, businesses will spend $110 billion on digital advertising in the US. This means that businesses will spend more on digital advertising in the US in 2020 than on TV and print ads combined. (Source: eMarketer).

3. The average cost per action (CPA) is $49 for paid search and $75 for display ads. These numbers help illustrate how competitive digital advertising can be for many industries.  (Source: WordStream).

social media in the billions

4. Global social media ad spend reached $84 billion in 2019, marking the first year that social media spend outperformed print ad spend (Source: Zenith Media).

5. In 2019, US LinkedIn ad spend reached $1.02 billion. This is a 40% growth in ad spend since 2016. LinkedIn is quickly becoming a preferred advertising channel for B2B marketers (Source: eMarketer).

6. In 2019, US Facebook ad spend reached $25.56 billion. This represents a 107% increase from 2016. Facebook has weathered it’s share of controversy and is still going strong. (Source: eMarketer).

Facebook Net Revenues

omnichannel delivers stronger results

7.  Omnichannel campaigns saw an 18.96% engagement rate, while single-channel saw only a 5.4% engagement rate. Consumers own more devices and bounce between channels during the purchasing process. Marketers need to keep this in mind as they develop their campaigns (Source: ClickZ).

8. Omnichannel campaigns produce a 250% higher rate of purchase frequency than do single-channel campaigns. (Source: ClickZ).

9. Customer retention rates are 90% higher for omnichannel campaigns than for single-channel campaigns. Customers are more loyal to brands that engage with them across channels (Source: ClickZ).

10. 80% of consumers say they are more likely to do business with a company if it offers personalized experiences. Now that’s a case for personalization. (Source: Instapage).