9 out of 10 senior marketers believe that personalized messages work
better than mass communications
Leading senior retail marketers report that 38 percent of their total
marketing spend is now devoted to digital, according to a research study
released today by Conversant,
the leader in personalized digital marketing. The study, conducted by
independent research company
Research, sought information and opinions on key issues facing
retail marketing professionals in 2014. Survey topics ranged from the
role that digital plays in their marketing programs to the burgeoning
interest and importance of personalized marketing.
In the past, digital represented a small percentage of the total
marketing spend, but this has changed dramatically as consumers devote
more of their total media time to digital platforms and as marketing
capabilities in digital continue to expand. Now, nearly 20 percent of
retail marketers reported that digital accounts for 50 to 75 percent of
their total marketing budget.
Individualized Messages are More Effective
The new study found strong retailer interest in personalized marketing
and advertising. 86 percent of senior retail marketers agree that
individualized messages can be more effective than mass messages.
"Today's consumers demand communications relevant to their personal
needs and interests," said
tired of being served ads that don't have relevance to their everyday
lives. In order to ensure each interaction is a positive one, brands
must engage with consumers in an individualized manner, one that
acknowledges each consumer's behaviors, needs and interests."
Nearly three quarters of the participating marketers agree that
one-to-one communications represent the future of retail digital
marketing. But 59 percent also agree that omni-channel consumers make
personalization marketing more difficult.
"There is no doubt personalized marketing will be a key focus on 2014,"
said Eagle. "Retailers that have plans to pursue personalization would
do well to identify partners to help speed up implementation and begin
engaging in individual conversations."
Other Key Study Findings
Additional findings from the study include:
Retailers rely on many partners for their digital advertising needs,
in fact, nearly a third report working with 11 or more vendors.
Furthermore, almost half report that finding the right digital vendor
The group has a high interest in measurement, with 57 percent saying
they are using or plan to use a marketing attribution platform in
2014. Last click measurement remains the most frequently used, with
more than two-thirds responding that they use last click for at least
some of their measurement efforts.
62 percent of respondents report they are concerned about cookie
blocking and deletion, and their effects on user identification and
The respondents to this survey represent senior level marketers at
leading retailers (brick-and-mortar and e-tailers). Opinions were
solicited from a total of 81 such retail marketing leaders.
To download a complete copy of the study, please visit: http://go.conversantmedia.com/retail-marketer-insights-2014
For additional information, please contact
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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