Report: Marketers Need to Rethink Content Personalization
More marketers are focusing on content personalization, but not all of their customers are positively responding to the move. Part 3 of Rapt Media’s “Rethinking Content Consumption” report recently revealed that 43 percent of content consumers do not believe online marketing ads are tailored to their interests.
Instead, 62 percent say that the content they discover on their own is more personalized.
“Although programmatic push messaging is a form of implicit personalization, it is perceived by consumers as irrelevant and inauthentic,” said Erika Trautman, founder and CEO of Rapt Media. “Explicit content personalization through choice and discovery builds trust, increases engagement, and delivers a truly valuable experience starting at the point of creation. Millennials, in particular, are embracing the value of content discovery, forcing marketers to rethink the way content is created, distributed and consumed.”
Thirty percent of millennial respondents say they would tell friends about a company if it delivered them personalized content. This is compared to just 18 percent of respondents over the age of 30 and 8 percent over 60.
Overall, about 46 percent of respondents say that interruptive content they see is too pushy. Approximately 67 percent claim that they’re receiving too much of it, and 55 percent stated that it is still not relevant to them.
Marketing to Target Audiences with Relevant Content
Although creating personalized content has been challenging for marketers, the “Making Personalization Possible” report from the CMO Council discovered that B2B marketers are still optimistic that they will overcome these obstacles.
The findings showed that 75 percent of respondents were “hopefully optimistic” or “totally confident” that their personalization efforts would yield the impact they expect. Furthermore, 68 percent of B2B marketers claimed that they intend to optimize the customer experience through better client data, insights and analytics in the future.