Personalization has become a popular marketing initiative among brands.
Conducted with Researchscape International, the study also found that most companies’ initiatives didn’t make the cut. Fifty-five percent of marketers gave their campaigns a “C” or lower and 63 percent of marketers gave competitors’ campaigns a “C” or lower.
Although many marketers have created personalization programs, only 42 percent are “extremely” or “very” confident about their current personalization tools and feel they can do more in this department. Only 18 percent of marketers said they were “extremely” or “very” satisfied with their current personalization efforts.
E-mail (67 percent) was reported to be the most frequently used personalization effort among marketers followed by websites (56 percent), mobile websites (27 percent), mobile apps (20 percent) and lastly, web applications (19 percent). Fifty-five percent of marketers who don’t use personalization now plan to add website or in-app personalization in 2017.
Personalization is also a highly strategic priority for brands. Of all marketers surveyed, 74 percent said personalization is “extremely” or “very” important to their companies and as a result, they are considering better budgets, resources and staff.
Dedicated personnel increased from 51 percent in 2015 to 57 percent in 2016. Personalization efforts have also increased this year among marketers—89 percent reported increased conversion rates (65 percent), increased visitor engagement (62 percent) and improved customer experiences (61 percent). Seventy-one percent of marketers also said incorrect personalization is worse than sending an e-mail campaign with errors. Forty-six percent said it’s worse than peaks in unsubscribe rates, 43 percent found it scarier than missing a CMO meeting and 40 percent said it’s worse than “page not found” errors.
“Over the last 12 months, personalization has seen rapid and widespread adoption. Now, companies must dig deeper into their initiatives, fine-tune what is working and embrace newer, more sophisticated methods of personalization,” said Karl Wirth, co-founder and CEO of Evergage.