Marketers Disclose Personalization Opportunities and Challenges in New Study
Marketing professionals agree on the importance of personalization
but struggle with implementation
Conversant today announced the results of a commissioned study conducted
marketing. The study, entitled "The Personalization Imperative," found
that marketers and insights leaders have great belief in the power and
benefits of personalized marketing but need additional outside help to
overcome internal challenges as they work to deliver on their visions.
Forrester solicited the opinions of customer insights and marketing
professionals across multiple industries, and found that 94 percent rate
personalization as "important," "very important," or "extremely
important" for meeting their current marketing objectives. However, more
than half reported some concern about "major or extreme" challenges to
implementing and expanding the role of personalized marketing in their
66 percent see this level of challenge in securing internal resources
to execute personalized marketing programs
65 percent face this degree of hurdles in building a comprehensive
single view of each customer across all sales and marketing channels
63 percent are concerned at this level about data privacy
Despite these challenges, the majority (almost 75 percent) of those
surveyed indicated that they plan to increase investment in some or all
"We believe the study quantifies a trend we've seen in countless
meetings with publishers and advertisers where marketers are struggling
to turn their big consumer data assets into actionable personalized
Conversant. "The most successful companies will be those that can use
consumer data to craft relevant messages for each individual consumer to
drive and solidify long-term relationships."
The study concludes with four important recommendations for companies
seeking to plan, implement or expand their personalization strategies:
Define clear goals and objectives as the basis for creating a
Asses the current state of your personalization maturity based on
what is possible today.
Develop programs to leverage your consumer data for real-time
Overcome internal resource constraints by identifying partners that
understand how to turn big data into deep and actionable insights to
help meet your personalization initiatives.
To further address the complex issues revealed in the study, marketers
need to seek partners with comprehensive privacy-compliant capabilities,
and sophistication in data onboarding, collection and management.
To obtain a complete copy of the study, go to http://go.conversantmedia.com/the-personalization-imperative.html.
marketing. Conversant helps the world's biggest companies grow by
creating personalized experiences that deliver higher returns for brands
and greater satisfaction for people. We offer a fully integrated
personalization platform, personalized media programs and the world's
largest affiliate marketing network - all fueled by a deep understanding
of what motivates people to engage, connect and buy. For more
information, please visit www.conversantmedia.com.
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