Creating a customer-focused experience is at the top of virtually every successful marketing campaign. And consumers continue to be frustrated with businesses that do not tailor their content to bridge the gap between product and consumer interests. Recent statistics prove that while delivering a personalized experience is more important than ever, it’s often easier said than done.
Below are some important (and eye-opening) stats that show not only how important personalization is to build customer relationships, but also how consumers believe most companies are missing the mark in this capacity.
Personalization Builds Relationships and Increase Long-term Revenue
- 98% of marketers believe that personalization helps advance customer relationships.
- In 2019, 72% of consumers engaged only with marketing messages that provided a customized message that matched their specific interest.
- Personalization engines that are used to recognize customer intent can increase digital business profits up to 15%.
- 92% of online shoppers will complete a purchase if there are personalized recommendations or promotions on a business’s website.
- A recent study by Gartner shows that 87% of consumers claim that personally relevant content will positively influence their outlook on that particular brand.
- Nearly 50% of consumers have purchased a product they did not intend on purchasing merely because they could personally engage with the content.
Marketers Agree on its Importance
- 51% of digital marketers believe that personalization is their number one priority.
- According to Adobe, 77% of marketers state that real-time personalization is crucial to a successful marketing campaign
- 58% of marketers view “original written content” is the most important type of content, outpacing visuals, videos and other content forms that come from other sources.
- Nearly 90% of digital businesses are investing in personalization, including Wells Fargo, Coca-Cola, Sephora and Netflix.
- 92% of marketers are using personalization techniques in their marketing
Most Marketers Are Still Missing the Mark
- A majority of marketers see room for improvement their personalization marketing efforts, while 70% are moderately or slightly satisfied.
- 92% of marketers report using personalization, however, 55% don’t believe they have sufficient customer data to implement it successfully.
- A recent study by Adobe shows that 60% of marketers struggle to personalize content in real-time.
- 70% of millennials are frustrated with brands sending them irrelevant marketing emails and prefer personalized emails over batch and blast communications.
- On average, 70% of consumers are frustrated by shopping experiences that are impersonal.
Adopting personalized marketing and ad campaigns are critical in order to connect with consumers and drive revenue. Although many marketers believe they are missing the mark or there isn’t enough consumer data to utilize, those companies than can successfully implement personalized strategies will undoubtedly recognize increased profits and happier customers.