The concept of personalization — that is, tailoring an experience based on information you have learned about an individual — has grown in popularity in recent years. At Evergage, we have tracked that growth each year with our much-anticipated and frequently cited annual study of personalization trends.
Today we published our sixth such annual study with Researchscape International, 2019 Trends in Personalization. The report, which is based on a survey of 314 B2B and B2C marketers from organizations of different sizes and industries conducted in February and March of this year, examines marketers’ attitudes, usage, results and future plans relating to personalization. We compiled some of the key findings in this stat-filled infographic.
Marketers continue to believe that personalization is valuable to their businesses. Just like last year, 98% of marketers believe that personalization advances customer relationships, with 70% believing it has a “strong” or “extremely strong” impact. Three-quarters of marketers even wish that personalization was a bigger priority in their businesses. The top reasons they deploy personalization are to deliver a better customer experience (88%), increase loyalty (59%) and generate measurable lift/ROI (50%).
The majority of marketers (90%) deploying personalization are, in fact, seeing a measurable lift. And more than half (58%) report a lift of over 10%!
Yet marketers’ personalization efforts are not without their challenges. Only 18% of marketers using personalization report that they are “very” or “extremely” confident that their organization has a successful strategy for personalization, with 65% giving their organization’s current personalization efforts a grade of “C” or lower. Additionally, just under half (45%) say they don’t have the data and insights they need to power effective personalization. But it’s not all bad news, because that number is down from 55% last year — so we’re seeing progress.
Email (78%) remains the most personalized channel, followed by web (58%), in-person (42%), and online advertising (35%).
Nearly 7 in 10 (68%) of marketers leverage rule-based targeting to deliver personalized experiences, while 51% use triggered messages and 40% use machine-learning algorithms. The usage of machine learning for personalization has seen tremendous growth since last year; it’s up 14 points from 26%!
We’re excited to see that marketers’ sophistication with personalization has grown year over year. For many more details and insights on this growth and many other trends, be sure to check out the newly released full 2019 Trends in Personalization report.