Dive Brief:
- VB Insight surveyed 506 marketers and found out that up to 94% report that personalization is an effective marketing tactic.
- Among marketing channels, personalization is most used in email, and least used in mobile.
- Even though the top objective is reaching more prospects, most marketers are using personalization more so for communicating with known prospects and customers.
Dive Insight:
Marketing today is becoming more customer-centric, and one way marketers are addressing this reality is by utilizing personalization across different marketing channels. Recent research by VB Insight found email was by far the channel most used for personalization with 80% reporting using email to deliver personalized messages. And even though marketers say their top objective for all channels is reaching more new prospects, most personalization is targeted to known prospects and prospects, with 47% reporting only sending personalized messages to a known audience.
Marketers are using transaction history more than demographics for personalization, but should be able to improve personalized communications by utilizing real-time behavioral data such as website and mobile activity. Further, real-time behavioral data is taking a more central focus as research shows interest has a "half-life." That is, according to Charles Nicholls, svp of product strategy for SAP Hybris, explained to VB Insight that after 12 hours, 70% of interest fades. Developing tracking tools that monitor real-time behavior could deliver better insight on interest and intent.
