How are marketers executing on personalization? What opportunities are they finding? What challenges are they facing? What technologies are they investing in?
A new Adweek Intelligence study—“The State of Marketing Personalization”—surveyed more than 200 business-to-consumer marketers to understand how organizations are approaching personalized experiences. Clearly, personalization is more important than ever, as an overwhelming 75% agreed that personalization is critical to their long-term bottom-line success.
Among the other key findings:
- What’s obstructing personalization efforts? Over a third (35%) of respondents indicated that they still struggle with fragmented data. Others identified organizational challenges like a lack of ownership for personalization.
- Having a well-defined personalization strategy can mean the difference between success and failure. Of those with a clear strategy, 63% rated themselves above the competition for delivering personalized experiences, compared to just 16% of those without a cogent strategy.
- Personalization requires the right technology and tools. Per the survey, 56% of marketers now use a customer data platform (CDP) and another 28% plan to in the next 12-24 months.
To find out more about what personalization means today, download the free research report.