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Personalized Marketing Brings Rewards and Challenges

Difficulties in managing data hinder more personalized efforts

Personalized marketing campaigns demand a lot of work. Marketers must have a database sliced and diced in relevant ways and come up with the right creative for each group. But the payoff can be big, with personalized campaigns outperforming mass-market ones.

March 2011 research from web content management provider EPiServer found that a third of US marketers considered personalized campaigns to be “highly effective and measurable,” with another 14% reporting a better response rate than mass campaigns.

But the vast majority (64%) offered no personalized content on their company website. A major reason marketers gave for the avoidance of personalized marketing was a lack of useful tools for implementing it.

The survey found more than two-thirds of US marketers planned to use personalization in their campaigns within the next 6 to 12 months, though.

Personalization is also making its way to the mobile platform. King Fish Media found in an April 2011 survey of companies in North America with a mobile strategy that while just 7% currently offered personalized mobile experiences for customers and prospects, 42% planned to do so in the next year or two. Nearly three-quarters thought it would increase loyalty.

Email personalization also consistently shows results for marketers. December 2011 research from Alterian found email was the most commonly personalized marketing tactic worldwide.

Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.

Check out today’s other article, “Incentives Motivate Moms to Refer Brands to Friends.”

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