At Evergage, we believe that personalized digital interactions are the way of the future, and it is our mission to help marketers understand their audiences and respond in real time with the most relevant content and most engaging experiences. But what do marketers think about personalization? How are they adopting it, and what challenges are they experiencing?
Last week, Evergage marketers Andy Zimmerman and Paula Crerar (CMO and VP of Content Marketing and Programs, respectively) presented the webinar 2016 Trends in Personalization, sharing the findings from Evergage’s and Researchscape’s annual study of personalization trends including usage, perceptions and levels of satisfaction.
In the webinar, Andy and Paula walked through the findings and provided their assessment of the implications for marketers. Here are a few of the key takeaways, but for more detail check out the webinar replay.
Personalization is approaching mainstream
Eighty-five percent of marketers are using some form of personalization in their marketing efforts. And of those that are not using personalization (or are only using it in email), 55% plan to start using it within the next year. It’s exciting to see that usage is growing, but it’s also exciting that marketers are ranking it as an important marketing tactic. Seventy-four percent of marketers who are using personalization rated it as very or extremely important to their organizations, which places it in importance after SEO, customer community and email marketing, and before content marketing.
Rate the following marketing initiatives in order of importance for your organization
Personalization drives measurable results
But is personalization helping marketers achieve their goals? The vast majority (89%) of respondents using web or in-app personalization said they’re seeing measurable results. Of those, 53% are achieving improvements of 10% or more in key KPIs such as increased conversion rates, increased visitor engagement and improved customer experience.
Marketers often struggle to measure lift and attribution from many of their marketing tactics, but most personalization platforms have these types of metrics built in as part of the core solution. The fact that marketers are able to easily measure the impact of their personalization initiatives is critical to its increased adoption.
Marketers are still in the testing and learning phase
Yet while marketers are seeing results, 55% gave their personalization efforts a grade of C or lower. And they gave their competitors even lower grades, with 63% giving their competitors a C or lower.
Additionally, less than half of our respondents (42%) said they were extremely or very confident that they had the tools needed for effective personalization. Thus, marketers are still in a learning phase when it comes to personalization and not yet experts on all the capabilities of personalization.
There are still increasing opportunities
The good news is that while marketers believe they have room to improve their personalization efforts, they feel they are up to the challenge. We found that 96% of marketers who are using web or in-app personalization plan to maintain or increase their investment in personalization, and 64% believe that their organizations should make personalization a higher priority.
Marketers are ready to take it to the next level. They are making investments in terms of budgets and personnel to capitalize on the opportunities that exist to engage visitors at the one-to-one level.