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Personalized Marketing Brings Rewards and Challenges

Difficulties in managing data hinder more personalized efforts

June 2, 2011 | Advertising & Marketing

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.

ROI of Personalized Marketing Campaigns According to US Marketers, March 2011 (% of respondents)

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.

US Marketers Who Plan* to Use More Personalization in Their Marketing Communications, March 2011 (% of respondents)

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.

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



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