New report from Organic reveals only 18% of marketers believe they are very successful at implementing personalisation – with data, tech and content the key to making it better
LONDON: Launching today, a new research report from digital agency Organic reveals brand marketers’ views on personalisation in marketing, and the steps to follow to improve it.
Fewer than 1 in 5 (18%) of businesses surveyed believe they successfully implement personalisation, yet only 13% think that’s because of strategy. This proves that actually implementing the strategy to improve personalisation is the problem, something which can be improved by introducing effective content, data and tech.
The research involved surveying 250 senior marketers at small to large businesses from across the UK to discover their attitudes towards personalisation, its benefits and whether their organisation is achieving it.
With this in mind, marketers said their main focus for improving personalised communications was content, with 42% naming better customer content as their first fix, instead of overhauling their data strategy.
In addition, 39% stated that being able to serve more appropriate and valuable content to users is the most important aspect of personalisation; 35% said it gives them a better understanding of their customers; and 30% believed it adds relevance to customer touchpoints.
The panel of marketing professionals also revealed that their other biggest challenges when trying to deliver personalised customer experiences are:
- Using data effectively – 39%
- Inadequate technology – 30%
- Cost of personalisation solutions – 27%
- Lack of skills in the business – 26%
- Lack of first-party data – 25%
Further analysis also revealed issues around siloed data, and compliance with data regulations – making it clear that marketers believe managing all of the aspects of data is the main roadblock to better personalisation.
These findings are important and should be viewed as an opportunity to help solve the problems that are always present on the journey to personalisation.
Tim Burley, Head of Client Services at Organic says: “While most marketers are well aware of the value that personalisation can add, excellence remains an elusive goal for too many. Getting control of the right technology, data and content requires a range of skills, and finding the right partner is often vital. At Organic we have helped organisations of all shapes and sizes to make great strides on their journey towards truly personalised communications.”
To find out more about the journey to personalization, download the full whitepaper here.
