Take for example Ryanair. Ryanair is going to introduce "personalisation by force". You do not have a choice but to get personalised offers and information, Read more about it here and here. I think a really good move. Make loyalty easy. It always annoys me if I fly with an airline and I can only benefit from their loyalty programme if I sign up. Why not just match my email adress, and see my booking history. For example I flew many times with Cathay Pacific, but I never took the effort to sign up for their loyalty programme, same goes for KLM. But they do have my fly history and flight pattern, so they can personalise offers! However they do not do so leaving me chosing often other airlines. Curious how this works out countries where privacy is an important issue in online marketing, countries like Germany for example.
Econsultancy, from the UK released a nice infographic about contentmarketing. Often companies think that contentmarketing is just writing an article or publishing a generic video. But that is not the case. Contentmarketing requires a true strategy. This infographic (on click for large) describes various types of contentmarketing.