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To Achieve Personalization, Marketers Need Resources

Some marketers lack time, people and money, while others don’t have the right tech

October 25, 2017 | Marketing

Marketers are constantly looking to deliver a personalized customer experience. However, according to data from Sailthru, that’s not always easy.

Sailthru, a personalization technology company, surveyed 146 UK and US marketers in the commerce, publishing and retail industries about their views on customer personalization—and asked them what impedes their goals in this area.

Out of the many challenges mentioned, a plurality of respondents—roughly four in 10—said one of the leading barriers was a lack of resources such as time, people and money.

Leading Barriers to Achieving Their Company's Personalization Goals According to UK and US Marketers, April 2017 (% of respondents)

Meanwhile, nearly a quarter (23%) of US and UK marketers reported challenges around data, and another 14% mentioned technology challenges—either not having the right tech in place or the actual difficulty of using it.

And the hurdles didn’t stop there. Some felt they didn’t have the internal knowledge needed to execute their personalization goals, while others felt there was a lack of buy-in from their company.

But despite these many barriers, more marketers are tapping into personalized marketing to better reach consumers.

In fact, a study by Forbes Insights in association with Gap International found that nearly two-thirds of executives worldwide were implementing personalized marketing as part of their strategies to meet customer needs.

Rimma Kats


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