Personalization Popular, But Held Back By Budget And Skill




  • by , Staff Writer @mp_research, June 24, 2016



    According to Evergage and Researchscape International, the new annual study on the State Of Personalization found that 85% of companies are now implementing some form of personalization. However, most companies’ personalization initiatives barely make the grade, with the majority of marketers (55%) giving their own, and their competitors’ (63%), efforts a grade of “C” or lower.


    When it comes to the importance of the marketing initiatives that organizations are implementing, search engine optimization (SEO) is “very” or “extremely” important to 79% of respondents, closely followed by email marketing and content marketing (78% and 75% respectively) and personalization (74%).


    55% of respondents from organizations that are not implementing any personalization yet, plan to use website or in-app personalization (web or mobile) within the next year. Of those already using personalization, 89% report an improvement or “lift”, and of those, 53% have seen a lift of 10% or more, relying most heavily on personalized messages or experiences in inline content and information bar, says the report.


    Search engine optimization (SEO) is very or extremely important to 79% of responding organizations implementing, closely followed by email marketing and content marketing and personalization of all types.












































    Marketing Initiatives In Order Of Importance For Your Organization


    Marketing Initiative


    Very Important


    Extremely Important


    Search engine optimization SEO


    42%


    37%


    Customer loyalty


    33


    41


    Email marketing


    43


    35


    Personalization


    40


    34


    Content marketing


    41


    34


    Adwords/PPC


    45


    28


    Mobile marketing


    31


    35


    Social Media Communications


    33


    22


    Source: Engage/ResearchScape International, June 2016


    A majority of organizations surveyed are personalizing email and their website. Only 27% are personalizing their mobile website. Mobile and web applications are the least selected channel for personalization.





























    Use of Personalization


    Personalization Utilization


    % of Respondents


    Email


    67%


    Website


    56


    Mobile website


    27


    Mobile app


    20


    Web application


    19


    None of the above


    15


    Source: Engage/ResearchScape International, June 2016


    The two most-used types of personalized messages are inline content (text or images inserted dynamically within the page content) and information bars (messages across top or bottom of page.) Only 12% of respondents don’t use any of the listed personalization message types.



































    Types Of Personalized Messages Or Experiences Used (All That Apply)


    Content


    % Using


    Inline content


    53%


    Information bars


    48


    Pop-ups


    42


    Call-outs


    40


    Inline edits


    34


    Survey questions


    33


    Other


    4


    None of above


    8


    Source: Engage/ResearchScape International, June 2016


    The majority of respondents using website/in-app personalization realize the following benefits:



    • An increase in conversion rates (65%)
    • Increased visitor engagement (62%)
    • Improved customer experience (61%)
    • 46% and 45% respectively see increased lead generation and customer acquisition
    • 36% reported increases in customer lifetime value/loyalty

    The greatest obstacle to making real-time personalization a bigger priority in the respondents’ organizations is the lack of budget, with lack of personnel a close second. Lack of knowledge/skills is the third most common obstacle, says the report.









































    The Greatest Obstacles To Making Website/In-App Personalization A Bigger Priority In Organization? (All That Apply)


    Obstacle


    % of Responses


    Lack of budget


    59%


    Lack of personnel


    50


    Lack of knowledge/skills


    48


    IT department constraints


    29


    Poor technology solutions


    21


    Lack of business case


    20


    Access to data


    19


    Lack of executive sponsorship


    18


    Too many technology solutions


    17


    Company culture


    14


    Source: Engage/ResearchScape International, June 2016


     The report from Evergage is available with sign-in here.


                


     


    MediaPost.com: Search Marketing Daily

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