Marketers Turn to Personalization to Gain an Edge
The majority of marketers reported a lift from their personalization initiatives, and approximately half said they are seeing a lift greater than 10 percent.Nearly all (91 percent) marketers either use or intend to use personalization for online customer interactions within the next year, according to a worldwide survey of 242 marketers conducted by Evergage, in conjunction with Researchscape International. Just about one-half (49 percent) of those surveyed intends to increase their budgets for personalization over the year ahead, with 80 percent planning to increase spending by more than 10 percent. For now, 42 percent of respondents indicated they are not using real-time personalization, but 78 percent of this same group intends to do so within the next year. The survey also found 86 percent of respondents got a lift from their personalization initiatives, and approximately half said they are seeing a lift greater than 10 percent.
"Many companies have great content – but when you treat all visitors the same and present the same experience, conversion rates can be low, and customer experience suffers," Andy Zimmerman, chief marketing officers of Evergage, told eWEEK. "Personalization lets marketers interact with visitors in a highly relevant, individualized way to drive deeper levels of engagement and more leads. By understanding your visitors’ intent based on their behavior on your site, along with data like their location, source, company or industry, you can serve up helpful content or recommendations in real time, at the right point in the buyer’s journey."