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Roughly 2 in 3 client-side marketers (predominantly from the UK and Europe) engage in some form of personalization in their marketing activity, according to a report from Econsultancy and RedEye [download page]. While few are personalizing channels beyond email, those who have implemented personalization in other channels are reporting sizable benefits from doing so.
In particular, although the use of personalization in search engine marketing is quite sparse (18% of company respondents), almost half (48%) of company respondents have experienced a major uplift in search marketing conversion rates since implementing personalization. Moreover, another 43% report a minor uplift in search marketing conversion rates after having implemented personalization.
Personalization is credited with varying levels of conversion rate improvements across other channels, too. More than one-third say they’ve experienced major uplifts in conversion rates since implementing personalization of SMS (37%) and website (36%) channels, and more than one-quarter say the same about social media (28%) and email (27%).
Compared to a similar study carried out in 2014, it appears that more marketers today are seeing gains from personalization. In 2014, for example, 32% reported a major uplift in search marketing conversion rates from personalization, and one-quarter experienced an uplift of that magnitude for SMS.
The only channel for which personalization’s impact seems to have declined over the past couple of years is offline. In fact, only about half as many respondents this year are personalizing their offline marketing (12% vs. 23% in 2014). Even so, about 9 in 10 respondents to this latest survey say that they’ve experienced at least a minor uplift in offline conversion rates since implementing personalization.
Read more about trends in personalization here.
The most important goal of a data-driven marketing strategy is to personalize the customer experience, with this of far greater importance than customer acquisition or measuring ROI, according to the latest study [download page] from Ascend2 and its Research Partners. Luckily, with marketers confident in their data-driven strategies, few feel that personalizing the customer experience is a significant barrier.
Instead, integrating data across platforms and enriching data quality and completeness are considered more significant barriers to data-driven marketing success, per the 229 respondents.
However, various personalization tactics differ in both perceived effectiveness and difficulty, per the report’s findings. The most effective data-driven personalization tactic is email message personalization, cited by 47%. Indeed, increased personalization ranks as the leading method by which US companies feel they can improve emai..., according to recent Experian Data Quality research.
Beyond email, marketers also consider targeted landing pages (43%) and contact data segmentation (38%) to be effective forms of personalization. Interestingly, triggered emails (36%) are slightly further down the list, despite having high response rates as evidenced by these benchmarks.
Web content personalization is not perceived to be as effective as email message personalization, but that may be related to difficulty. Indeed, marketers feel that web content is one of the most difficult personalization tactics to execute, behind only lead intelligence collection.
In order to build content personalization capabilities, research from Forbes Insight and PwC indicates that marketers are prioritizing strong data collection and analytics as well as improving their content creation and distribution speed.
About the August 2016 Data: Econsultancy’s Conversion Rate Optimization Report is based on 889 respondents to its research request, which took the form of an online survey fielded in August 2016. Two-thirds (66%) of the respondents work for client-side organizations who are trying to improve their conversion rates. Some 71% of client-side respondents are based in the UK (56%) or another country in Europe (15%), and 61% come from companies with at least £10 million in annual revenues.
About the July 2016 Data: The Ascend2 data is based on a survey of 229 marketing influencers around the world. Respondents were fairly evenly split between B2B (41%) and B2C (36%) channels (the remainder marketed to B2B and B2C equally). The majority (70%) come from companies with more than 500 employees.