Are you using personalization in your marketing initiatives? If you’re like most marketers, you probably are. In fact, we recently found that 85% of marketers are using some form of personalization in their marketing. And of those that are not using personalization already (or are only using it in email), 55% plan to begin using it within the next year.

This week we launched our latest report, “2016 Trends in Personalization,” produced in conjunction with Researchscape International, which examines marketers’ perceptions, usage levels and future plans relating to personalization. Based on a survey of 250 organizations of all sizes, respondents came from a range of industries with a wide variety of marketing or senior management titles. Check out some of the key findings in the infographic below.


In the survey, we asked marketers to rate various marketing initiatives including SEO, email, personalization and content marketing in terms of importance to their organizations. Personalization ranked very close to email and content marketing, indicating that it is becoming an initiative on par with more mature marketing disciplines.

Eighty-nine percent of marketers that are using personalization report improved results, including higher conversion rates, increased visitor engagement and improved customer experience.

However, marketers do not yet see themselves as personalization experts. Over 50% gave themselves a grade of C or lower on their personalization efforts. Additionally, only 42% said they were very or extremely confident that that have the right tools for personalization, and 64% believe that personalization should be a bigger priority in their organizations than it is now.

The survey shows that marketers find value in personalization but feel there is an opportunity to improve their personalization skills and systems to drive even better results in the future.

Note: We run this study every year. You can always find the latest version of the report here and the infographic here.