Brands today are clamoring to develop personalized experiences, customized products and individualized recommendations. And rightly so. Consumers are prepared to trade off a valuable asset in exchange for their personal information. In particular, millennials are significantly more likely than prior generations to provide brands with their personal data in exchange for convenient, customized and timely treatment. 

Brands must deeply understand how their actions can build – or destroy – trust among their customers. Like any interpersonal relationship, years of positive actions can be neutralized by one critical misstep.

Success or failure hinges on retailers developing a type of “fair value exchange” with consumers to ensure this opportunity translates into stronger loyalty, deeper engagement and meaningful growth.

– Greg Heist is the chief innovation officer of Gongos, Inc.

Content pollution is real. We’re producing more than ever, but quality of content marketing has slipped. How we can make our content marketing better? What tools, strategies and tactics can we deploy? In this issue of Agency Perspectives from SharpSpring, you’ll learn how to develop content your target audience actually wants and get tips on sharing and distributing content across relevant channels.

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Shopify joins Facebook’s cryptocurrency group. Following a string of regulatory concerns last October, eBay, Visa, Stripe and other partners backed out of partnerships with Facebook’s digital currency collection. Last Friday, however, Libra finally sealed a deal with a major commerce partner. Shopify will become a member of Libra Association, contributing at least $10 million and operating a node that processes transactions for the Facebook-originated stable coin, TechCrunch reports. Shopify stressed that helping merchants reduce fees and bringing commerce opportunities to developing nations as reasons it’s joining the Libra Association. 

Bio URLs coming to TikTok? TikTok is reportedly looking to add a new URL field into its profile bios, which would provide a means to drive traffic back to your website directly from the app, according to Social Media Today. The new option could give brands and creators another way to drive direct traffic from their TikTok presence, which could prompt more brands to establish a presence, knowing that they can use it to link into their broader traffic goals and track such in their analytics.

Join us June 8-10 in Seattle for Danny’s first return to the SMX stage since joining Google in October 2017. His through-the-looking-glass keynote will provide an invaluable glimpse into the search engine’s inner-workings from the man who knows it best.

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P&G, Unilever join forces with platforms to lead latest cross-media measurement push – Digiday

Improved frequency management for Programmatic Guaranteed – Google Blog

Neuromarketing Ethics: How Far Is Too Far? – Conversion XL

Why Culture Change Is Essential for Digital Transformation – CMS Wire

Keeping Up With The Ever-Changing Language Of Marketing – Forbes

DTC Disruptors on IAB Brands to Watch List Include Stitch Fix, Casper – Multichannel Merchant

Moving A $20 Billion Market: How Local TV Is Fighting To Evolve – AdExchanger

Facebook is considering making it clearer that pro-Bloomberg posts come from paid staffers – CNBC

Improved frequency management for Programmatic Guaranteed – Google Marketing Platform