Last spring, in conjunction with Researchscape International, we released our annual report examining marketers’ perceptions, usage levels and future plans around personalization in 2016. Now we’re running a new survey this year to understand how personalization practices and attitudes have evolved over the last year. We’d like to invite you to participate in the survey and benefit from the findings!

The survey will take about 5 minutes to complete, and when you include your valid business email address, you will receive early access to our final report. All respondents will also be entered into a sweepstakes to win a Fitbit fitness watch. You don’t need to be doing personalization currently, by the way — the only qualification is that you are a marketer or involved in your company’s digital marketing or e-commerce efforts.

Here’s a quick recap of what we learned last year:

Personalization usage is approaching mainstream status

Personalization is more than just a “nice to have” for most marketers. It has become a mainstream, must-have tactic for many. This is good news, because consumers are asking for personalization more and more in their brand interactions.

  • 85% of organizations are using personalization as part of their marketing strategy
  • 55% of organizations who are not using personalization today (or only using it for email) plan to implement it in the next year
  • 74% of marketers who are using personalization rated it as very or extremely important to their organizations

Marketers aren’t completely satisfied

While personalization is important to marketers, many are not completely satisfied with their current efforts. Marketers are feeling frustrated with the tools they use to implement personalization and the level of investment in personalization by their organizations.

  • 55% of organizations give their personalization efforts a grade of “C” or lower, while 63% give their competitors a grade of “C” or lower
  • Only 42% of organization are very or extremely confident they have the tools to implement and manage personalization
  • 64% of respondents believe personalization should be a greater priority in their organizations

Yet marketers see the positive impact

The good news is that while marketers are not completely satisfied with their personalization efforts, they are still seeing positive impact from their current initiatives. A majority of marketers are seeing improved business results, often with lifts in the double-digits.

  • 89% report improved business results from personalization
  • 53% are achieving improvements of 10% or more in key metrics
  • The top benefits marketers see from personalization are increased conversion rates, increased visitor engagement and improved customer experience

Personalization investment is on the rise

Currently, more marketers are investing in email personalization, followed by website personalization. Mobile personalization, both web and app, remains lower. To manage all these personalized efforts, marketers are hiring employees, either full-time or part-time. And a vast majority are planning to maintain or increase their invest in the next year.

  • Top channels for personalization:
    • 67% email
    • 56% website
    • 27% mobile website
    • 20% mobile app
    • 19% web app
  • 57% of organizations have employees focused on personalization, 39% say it’s a full-time responsibility
  • 96% of marketers who are using web or in-app personalization plan to maintain or increase their investment in personalization

Looking Ahead

After that brief look back at 2016 personalization trends, we’re excited to find out what companies are doing or planning around personalization in 2017. Please take a few minutes to participate in this year’s survey now!