PERSONALIZATION Customers expect personalized, tailored messaging - - PowerPoint PPT Presentation

THE STRUGGLE FOR SMART PERSONALIZATION

Customers expect personalized, tailored messaging no matter which channel or device.

SO WHY AREN'T MARKETERS DELIVERING?

Take a look at why personalization is top priority in the mobile era, and why marketers are struggling to deliver.

CUSTOMERS NEED A PERSONALIZED EXPERIENCE

Personalization isn’t an option in the mobile

• era. It’s a mandate. Across channels and

devices, consumers are more likely to act, buy, and recommend when marketers serve up messaging that’s tailored to their wants and needs.

86%

• f consumers say personalization

plays a role in their purchase decisions.

• f consumers have chosen,

recommended or paid more for a brand that provides a personalized experience.

62%

• f consumers say they purchase more when

marketers leverage their interests and buying behavior to personalize the experience across channels.

48%

• f consumers say it’s important that retailers

recognize them as the same person across all channels and devices that they use to shop.

53%

PERSONALIZATION PAYS OFF

Targeted personalization isn’t just a nice to have - it boosts performance.

More 48% than of senior marketers said personalized media programs led to improved response rates, increased sales, and stronger brand perceptions.

Personalization drives a 6x higher transaction rate over generic emails.

Personalization can deliver 5x to 8x the ROI on marketing spend.

THE PERSONALIZATION PRIORITY

Consumer demand. Higher performance. Marketers know cross-channel personalization isn’t future functionality - they need it now.

• f marketers say personalization is important to

meeting their current marketing objectives.

94%

• f marketers are prioritizing personalization

technology for 2018.

75%

MARKETER’S STRUGGLE TO MAKE THE PRIORITY A REALITY

But simply knowing they need better personalization doesn’t mean it’s happening. Marketers are facing challenges with personalization and getting beyond basic strategies.

• f marketers report that personalizing messages

based on behavior across channels is an expected challenge in 2017 and 2018.

36%

Less than 10% of top tier retailers say they’re highly effective at personalization.

BARRIERS TO BETTER PERSONALIZATION

What's holding marketers back?

32% of brands said lack of relevant

technology is a major challenge to their personalization efforts.

• f companies say legacy technology are major

barriers to their personalization efforts.

46%

1/3

Nearly one-third of top-tier retailers say they have limited to no capabilities to support personalization.