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EMARKETER
Spotlight

Marketing Personalization

How CMOs Can Elevate Their Company’s Approach

Report by Dave Frankland  |  Jun 23, 2022
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Table of Contents
Executive Summary
Personalization Is Imperative to Engage Today’s Consumers
It’s Easier Said than Done
CMOs Can Elevate Their Approach to Personalization to Optimize Results
Read Next
Sources
Media Gallery
About This Report
Consumers expect personalized experiences. Despite the business benefits personalization delivers, many brands struggle to manage the complexity of an enterprisewide program. Engaged CMOs can elevate their organization’s approach and deliver success.
Topics
Personalization
Marketing Tactics
Worldwide
Table of Contents
Executive Summary
Personalization Is Imperative to Engage Today’s Consumers
It’s Easier Said than Done
CMOs Can Elevate Their Approach to Personalization to Optimize Results
Read Next
Sources
Media Gallery

Executive Summary

Today’s consumers expect personalized experiences. But delivering tailored content is incredibly complex and requires an enterprisewide approach. Engaged CMOs can elevate their organization’s approach to deliver success.

KEY QUESTION: What does a CMO need to know about personalization, and how can they elevate their company’s approach?

What Improvements Have Marketers Worldwide Seen with Customer Engagement as a Result of Implementing More Personalization? (% of respondents, Aug 2021)
E-Mail ChartDownload

KEY STAT: More than half (54%) of marketers worldwide reported better brand engagement because of increased personalization efforts, according to an August 2021 Acquia survey.

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Table of Contents

  1. Executive Summary
  2. Personalization Is Imperative to Engage Today’s Consumers
  3. It’s Easier Said than Done
  1. CMOs Can Elevate Their Approach to Personalization to Optimize Results
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

What Improvements Have Marketers Worldwide Seen with Customer Engagement as a Result of Implementing More Personalization? (% of respondents, Aug 2021)Attitude of Consumers Worldwide Toward Personalization and Customer Experience Provided by a Company, 2020 & 2022 (% of respondents)
Types of Personal Info that Internet Users Worldwide Are Willing to Share for Personalized Interactions and Special Incentives, by Generation, Sep 2021 (% of respondents in each group)

authors

Dave Frankland

Contributors

Eleni Digalaki
Principal Analyst
Ann Marie Kerwin
VP, Content
Tracy Tang
Senior Researcher
Kelsey Voss
Principal Analyst
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