Marketing personalization: issues and perspectives
Posted: Thu Dec 05, 2024 7:06 am
Would you like to know the challenges and prospects of marketing personalization ? We suggest you draw up a portrait of it below.
Personalization is an issue but is not sufficiently developed
Personalization is an issue but is not sufficiently developed.
While personalization is a reality for most marketing departments, it still bahrain whatsapp number data 5 million represents a small share of total communications to their customers. Only a little over 20% of organizations personalize more than half of their communications.
Personalization is mainly implemented in communication semantics , within newsletters for example, in the recommendation of products and services as well as in digital advertising. Here again, the most accessible devices are favored. More complex devices, requiring more maturity and calling on IS resources or involving cross-functional organizations (prices, Next Best Actions, etc.), are clearly behind in the use cases of personalization.
Marketers don't dare to step out of their comfort zone...
For the vast majority of marketers, personalization is implemented with a view to improving the customer experience and satisfaction (for 63% of respondents) and much less to achieve specific business objectives (ROI or increase in turnover). These are more complex to set and/or measure and this again shows a still low maturity on this dimension.
Today, personalization is activated overwhelmingly in the context of email campaigns . Web journeys and social networks, to a lesser extent, are also used by marketers in the context of personalized campaigns.
Marketers don't dare to step out of their comfort zone
...But are aware that they will have to do it
...But are aware that they will have to do it
The share of individualized communications to customers is relatively low today. However, marketers are aware of the importance of this lever for consumers and the vast majority (84%) want to cultivate the personalization of their communication. Marketers want to develop and accelerate personalization on the classic digital channels that they master best, i.e. email, web paths and social networks. They try to capitalize as much as possible on the channels that they believe have the highest ROI.
With a view to improving personalization, advertisers want to develop their segmentation capacity by collecting more data, and improve their capacity in terms of advanced activation by implementing marketing automation tools. For a relatively smaller proportion of them (23%), personalization will involve implementing personalization or Artificial Intelligence tools.
Collecting first-party data, captured during customer journeys, is the priority for advertisers (for 53% of them) to enrich their data. In the long term, this is a guarantee of independence from GAFA and control of customer relations. To do this, they must begin to redesign the journeys offered to their customers. To enrich their data, organizations also plan to focus on base campaigns (via competitions for example) or on the reconciliation of online and offline data.
Personalization is an issue but is not sufficiently developed
Personalization is an issue but is not sufficiently developed.
While personalization is a reality for most marketing departments, it still bahrain whatsapp number data 5 million represents a small share of total communications to their customers. Only a little over 20% of organizations personalize more than half of their communications.
Personalization is mainly implemented in communication semantics , within newsletters for example, in the recommendation of products and services as well as in digital advertising. Here again, the most accessible devices are favored. More complex devices, requiring more maturity and calling on IS resources or involving cross-functional organizations (prices, Next Best Actions, etc.), are clearly behind in the use cases of personalization.
Marketers don't dare to step out of their comfort zone...
For the vast majority of marketers, personalization is implemented with a view to improving the customer experience and satisfaction (for 63% of respondents) and much less to achieve specific business objectives (ROI or increase in turnover). These are more complex to set and/or measure and this again shows a still low maturity on this dimension.
Today, personalization is activated overwhelmingly in the context of email campaigns . Web journeys and social networks, to a lesser extent, are also used by marketers in the context of personalized campaigns.
Marketers don't dare to step out of their comfort zone
...But are aware that they will have to do it
...But are aware that they will have to do it
The share of individualized communications to customers is relatively low today. However, marketers are aware of the importance of this lever for consumers and the vast majority (84%) want to cultivate the personalization of their communication. Marketers want to develop and accelerate personalization on the classic digital channels that they master best, i.e. email, web paths and social networks. They try to capitalize as much as possible on the channels that they believe have the highest ROI.
With a view to improving personalization, advertisers want to develop their segmentation capacity by collecting more data, and improve their capacity in terms of advanced activation by implementing marketing automation tools. For a relatively smaller proportion of them (23%), personalization will involve implementing personalization or Artificial Intelligence tools.
Collecting first-party data, captured during customer journeys, is the priority for advertisers (for 53% of them) to enrich their data. In the long term, this is a guarantee of independence from GAFA and control of customer relations. To do this, they must begin to redesign the journeys offered to their customers. To enrich their data, organizations also plan to focus on base campaigns (via competitions for example) or on the reconciliation of online and offline data.