At Evergage, we understand the importance of delivering highly relevant, personalized experiences, messages and offers to your audiences in real time. And we hear from our clients that this has become a key strategy for B2B and B2C organizations looking to stand out from the competition.
But to truly quantify the state of personalization for marketing leaders worldwide, Evergage and Researchscape International have partnered to conduct a study for the last two years.
We would like to invite you to participate in this year’s personalization survey to help us understand how the state of personalization has evolved over the last year. 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 using website or in-app personalization — the only qualification is that you are marketer.
We can’t say what we’ll learn this year (because we haven’t heard from you yet!) but here are some takeaways from the study last year:
Real-time personalization is a digital marketing imperative
Last year, 91% of marketers either used or intended to use personalization for their online interactions. Of those already using real-time personalization, the majority (76%) were personalizing their desktop websites, and the least amount were personalizing their mobile apps (16%).
We’re interested to see where personalization falls in marketers’ growing list of priorities this year and if mobile app personalization grows in importance.
Personalization is receiving a growing share of the marketing budget
In last year’s study we found that 49% of marketers planned to increase their budgets for personalization, and that 51% of organizations had personnel (either full-time or part-time) dedicated to working on personalization programs. However, only 18% of marketers who used personalization had full-time personnel dedicated to personalization programs — indicating some room for growth in the industry.
Did marketers increase their budgets for personalization over the last year? Do they plan to increase it this year? We’ll soon find out!
Marketers are still facing challenges in implementing personalized website experiences
While last year’s study found that personalization is growing in importance to marketers, many are still facing challenges in implementation. The greatest obstacles to the successful implementation of personalization initiatives were the lack of knowledge or skills, with lack of budget as a close second.
As personalization efforts continue to pay off for marketers (49% of the marketers currently doing personalization in last year’s report are seeing lifts of 10% or more!), we expect that the number of marketers who don’t have the skills or budget will decrease.
We’re excited to find out what marketers are seeing with their personalization efforts in 2016, and to share these findings with all of you. Please take a few minutes to participate now!