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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