Digital Personalization – 10 Stats You Should Really Know
Digital Marketing has become increasingly more personal. Campaigns are becoming less broad and general and more specific, segmented and focused on relevant target audiences. Namely – personalized. As a technique, marketing personalization has come a long way in recent years. It is no longer enough to add a customer’s name to the top of a page in order to call your campaign personalized. Today, technologies enable us to get to know the customer better, match precise messages to the customer’s needs and create a personal user experience that will increase the odds of conversion. Marketing managers around the world agree: when performed correctly, personalization is, on the one hand, a tactic that customers appreciate and want and therefore benefits the brand. On the other hand, it is complex and challenging to implement and operate.
For those of you who are curious or dubious about the personalization trends, here are some interesting statistics:
- Marketing managers view a 20% increase in sales when a personalized UX is implemented (Campaign Monitor).
- Personalized emails increase conversion rates by 6 times (Monetate).
- 63% of marketing managers claim that data-driven personalization is a complicated task to implement (eMarketer).
- Personalized video content in emails creates an up-to 50% improvement in conversion rates (Vidyard).
- 74% of customers feel frustrated when website content is not personalized (Evergage).
- A lack of personalized content generates an 83% decrease in response rates to marketing campaigns (Monetate).
- 62% of consumers expect companies to provide them with recommendations and offers based on their purchase history (Salesforce).
- Main challenges of personalization include – 40% generation of insights at a satisfactory speed, 38% enough data, 39% precise data (Experian).
- 60% of marketing managers struggle to create personalized content in real-time, though 77% believe that real-time personalization is a must (Adobe).
The internet is full of statistics on personalization and the advantages is creates with resect to brand-customer relationships and their management. Even if we were to take into account the fact that these findings serve the bodies publishing them, the action items they inspire remain clear and true – customers want and appreciate personalization (content and sales), while brands are challenged with creating a personalization strategy (data and real-time). Personalization of messages sent to customers based on their user behavior and activities has nevertheless been found to improve conversion rates and strengthen ties between the customer and the brand.