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The Why Marketing Should Be Personal briefing, produced by Econsultancy in partnership with Adobe, explores personalization, a topic which has become top-of-mind for companies wanting to improve the customer experience and financial performance simultaneously.

Personalization has unquestionably emerged in the last couple of years as one of the recent trends within the spheres of digital marketing and ecommerce. This report builds on data collected for the fifth Quarterly Digital Intelligence Briefing Personalization, Trust and Return on Investment, published in 2012, and shows the increase in perceived importance of personalization for marketers with some insightful trend data.

The report is based on a global survey of around 700 client-side and agency respondents, carried out in October 2014.

Findings include:

1. There is a strong commercial case for personalization – those who are doing it report a 14% uplift in sales.
2. Personalization is seen as fundamental to online strategy for the majority, though only 5% of companies are personalizing ‘extensively’.
3. Email remains the most personalized channel (78%), though desktop is catching up (69%), and more than a third are now personalizing the mobile experience (36%).
4. 70% of companies see technology integration is a key barrier to personalization, and only a quarter say they are using a single, integrated cross-channel technology platform.
5. The survey revealed a significant gap between the perceived importance of personalizing experiences at the right time and the ability of companies to deliver on it. Half of the respondents indicated they are not able to target personalized web content in real time.

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