Digital Marketers: Personalization Critical to Long-Term Brand Objectives


ConversantForrester-Personalization-Importance-Brand-Success-Sept2014Personalization is already of considerable importance to current objectives, but its importance is even more pronounced when it comes to brands’ long-term success, finds a study [download page] conducted by Forrester Consulting on behalf of Conversant Media. Some 47% of survey respondents – B2C marketing and customer insights decision-makers with responsibility for digital marketing strategy and/or execution – indicated that personalization is extremely important to their brands’ current objectives, while 63% rated it extremely important to their long-term goals.

The perception that personalization will become only more important over time aligns with a recent Adobe survey, in which US marketers tabbed personalization as their! most im portant future area, topping other buzz-worthy areas such as big data and social. Indeed, interest in personalization is already growing for 92% of the Conversant Media study respondents.

Interestingly, respondents’ perceptions of their sophistication differed by role, with customer insights professionals more likely than marketers to say their organization uses advanced personalization across a variety of communication channels. Indeed, at least half of the customer insights decision-makers surveyed say they’re using advanced personalization in areas such as social advertising (57%), online video (61%) and email (64%), while one-third or fewer marketers concur (25%, 23%, and 33%, respectively). Instead, a plurality of marketers described their use of personalization as “limited or moderate.”

Customer insights decision-makers were also more likely than marketers to say they’d be increasing their spending on various personalization areas, ranging from measurement to cross-device ID/delivery. Even so, roughly 6 in 10 or more marketers reported planned increases in personalization investments in each area.

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By: Dr. Augustine Fou Tuesday, September 9th, 2014 news

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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