What customers want and what businesses think they want are often two different things. In the digital era, personalization has risen steadily in recent decades and has been largely a ‘south to north’ phenomenon. Evergage and Researchscape International surveyed 300 marketing professionals from the US, the UK, India, Canada and Germany in 19 different industries to gain a better understand the behavior, usage, and attitudes of marketing professionals toward personalization.
Take a sneak peek at the top line findings of 2018 Trends in Personalization:
Marketers’ Attitudes Toward Personalization
- Almost all marketers believe that personalization has at least some impact on advancing customer relationships, with nearly 74% believe that personalization has a “strong” or “extreme” impact on advancing customer relationships.
- 88% of respondents claimed that they believe that their prospects/customers expect a personalized experience, with just 31% believe that they’re currently getting personalization right.
A Graph Shows the Impact of Personalization on Advancing Customer Relationships
Personalization Usage and Satisfaction
- In general, 77% of marketers in the US, the UK, India, Canada and German reported that they’re applying personalization to emails and 52% are personalizing their websites.
- B2C companies are more likely to personalize their mobile apps (45%), while B2B companies are more likely to personalize email (80%) and website (50%).
- 70% of marketers are moderately or slightly satisfied with their current personalization efforts, 18% are not satisfied at all, while 12% are very or extremely satisfied.
- More than half of marketers (55%) feel they don’t have sufficient data and insights to drive effective personalization. 58% of these companies are B2B ones.
A Graph Shows the Availability of Data and Insights for Effective Personalization in B2B and B2C Companies in 2018
Personalization Formats and Types
Personalization Measurement and Budgets
- More than half of marketers (51%) of digital marketers measure the value of their personalization efforts by looking at improvements in conversion rates, while 49% look at the clickthrough rate.
- Increasing visitor engagement (55%), improving customer experience (55%) and improving brand perception (39%) are the top three benefits of personalization.
- 60% plan to maintain their spending on personalization at the same level, while only 37% plan to increase their investment in personalization.
- 42% of marketers not currently using machine learning/algorithmic personalization plan to do in the next year.
A Graph Shows the Planned Investment in Personalization in 2018
Data were driven from 300 marketing professionals from five countries in 19 different industries. 93% of respondents were located in the US. Another 2% each were from India, the UK, Canada, and Germany. (Total exceeds 100% due to rounding).