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Why Marketers Don't Personalize Content

Tech is a blessing and a curse

March 31, 2016

While technology can help marketers personalize at scale, a lack of it is also the biggest reason execs say they don’t personalize their content, according to February 2016 research.

Reasons that US Marketers Do Not Personalize Content, Feb 2016 (% of respondents)

More than half (59%) of US marketers surveyed by Demand Metric and Seismic said they do not personalize content because they don’t have the technology. Some 59% of respondents said they don’t have the bandwidth or resources, and 54% said they don’t have the needed data.

Few—6% of respondents— said the technology is not sufficiently advanced. And another 6% of marketers said they tried to personalize content, but it didn’t work well.

Leading Benefits of Using Enriched/Personalized Content and Digital Interactions According to Senior Marketers Worldwide, June 2015 (% of respondents)

There are benefits to using personalized content. More than half of senior marketers worldwide polled in CMO Council’s June 2015 survey said that using enriched or personalized content and digital interactions brings higher response and engagement rates.

More timely and relevant interactions, as well as greater customer affinity were other leading benefits of personalized content.

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