Press Releases

May 12, 2014


9 out of 10 senior marketers believe that personalized messages work


better than mass communications


WESTLAKE VILLAGE, Calif.--(BUSINESS WIRE)--


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 Bovitz


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
Scott Eagle, CMO at Conversant. "They are


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


    is difficult.




  • 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


    measurement.



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
Paul Lesinski at paul.lesinski@edelman.com


or 971-226-5299.


About Conversant, Inc.


Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized digital


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.



Conversant, Inc.
Paul Lesinski, 971-226-5299
paul.lesinski@edelman.com


Source: Conversant, Inc.



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