Marketers believe in the benefits of personalization, but research indicates that they are not confident in their ability to deliver unique customer experiences.
The “2017 Trends in Personalization” report from Evergage recently showed that 96 percent of marketers agree that personalization can help advance customer relationships. About 88 percent of respondents also assume that their customers have come to expect a personalized experience. However, 55 percent said that on average, they believe they aren’t getting personalization right.
Approximately 73 percent stated that personalization should be a larger priority at their organization. Within the next year, 46 percent of respondents said that they intend to increase their budget for this initiative.
“The findings from this year’s survey indicate that marketers believe that personalization is a valuable strategy, and although they continue to struggle with execution, their level of confidence in implementing personalization campaigns is on the rise,” says Katie Sweet, content marketing manager at Evergage.
Marketing Content Personalization in 2016
Last year, the “2016 Trends in Personalization” report from Evergage found that 85 percent of marketers were turning to personalization for their customers. However, 55 percent gave themselves a “C” grade or lower at executing this tactic.
Approximately 39 percent stated that a lack of an effective solution/technology, budget constraints, and a lack of knowledge/skills/people were holding them back. That said, personalization still appeared to be a priority at their companies. About 74 percent claimed that it was “very” or “extremely” important to their organizations back in 2016.