Management / 90 per cent of marketers will use personalisation this year
90 per cent of marketers will use personalisation this year
18 June 2015
More than nine in ten marketers plan to use personalisation to enhance the customer experience over the next year, according to a report.
According to a survey by Evergage, the technology is on the agendas of 91 per cent of marketing professionals around the world for the year.
Nearly half of those surveyed also said they intend to increase their personalisation budgets, with 80 per cent expecting a boost of more than 10 per cent.
51 per cent of firms have staff dedicated to working on personalisation programmes.
42 per cent of those surveyed said they are not currently using real-time personalisation, but 78 per cent of those said they intend to over the next year.
And those already using the technology are seeing the benefits, with 86 per cent reporting lift from their initiatives, and around half seeing a lift of more than 10 per cent.
“Personalisation is an age-old concept, but extending the customised experience to online visitors in real time – based on deep customer analytics – is a new way to ensure each and every interaction with a prospective customer is relevant and engaging,” said Karl Wirth, co-founder and CEO at Evergage.
“When nearly 90 per cent of marketers realise lift from personalisation initiatives, it’s clear that those who embrace this strategy will outperform those who do not.”
For more on the survey, see the Evergage website.