Data, Tech and Content are Key to Making Personalization Better

Data, marketing technology, and content are the pillars of any modern personalization strategy. According to the latest report on a marketing campaign’s effectiveness, personalization strategy continues to hold a very strong position in the martech stack, yet roll-out seems to be falling for a large number of marketing teams. The new research report from digital agency Organic revealed brand marketers’ views on personalization in marketing, and the steps to follow to improve it. 

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The report has identified fewer than 1 in 5 (18%) of businesses who were surveyed* believe they successfully implement personalization, yet only 13% think that’s because of strategy. This proves that actually implementing the strategy to improve personalization is the problem, something which can be improved by introducing effective content, data, and tech.

With this in mind, marketers said their main focus for improving personalized communications was content, with 42% naming better customer content as their first fix, instead of overhauling their data strategy.

 In addition, 39% stated that being able to serve more appropriate and valuable content to users is the most important aspect of personalization; 35% said it gives them a better understanding of their customers; and 30% believed it adds relevance to customer touchpoints. 

The panel of marketing professionals also revealed that their other biggest challenges when trying to deliver personalized customer experiences are:

 ·                     Using data effectively – 39%

·                     Inadequate technology – 30%

·                     Cost of personalization solutions – 27%

·                     Lack of skills in the business – 26%

·                     Lack of first-party data – 25% 

Further analysis also revealed issues around siloed data, and compliance with data regulations – making it clear that marketers believe managing all of the aspects of data is the main roadblock to better personalization. 

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These findings are important and should be viewed as an opportunity to help solve the problems that are always present on the journey to personalization.

Tim Burley, Head of Client Services at Organic says: “While most marketers are well aware of the value that personalization can add, excellence remains an elusive goal for too many. Getting control of the right technology, data and content requires a range of skills, and finding the right partner is often vital. At Organic we have helped organizations of all shapes and sizes to make great strides on their journey towards truly personalized communications.”

*The research involved surveying 250 senior marketers at small to large businesses from across the UK to discover their attitudes towards personalization, its benefits and whether their organization is achieving it.

[To share your insights with us, please write to sghosh@martechseries.com]