When Larry Drebes, CEO of Janrain, began researching online consumer experiences earlier this summer, he knew that relevant content will be at the forefront of consumer minds. Over the years, we’ve found that emails personalized to recipients perform better than generic emails.
But maybe what he can Not foresee the degree to which consumers expect personalization at every stage of their buying process. In fact, nearly three-quarters of the respondents in national poll Express frustration at content that doesn’t recognize them and adapt to their interests.
“These results [indicate] that consumers have peaked when they are shown content that is irrelevant to them, ”explains Drebes. “Consumers are quite consistent and clear in their responses, the way to stay away from them is to give them what they want – tailored, personalized content using their data. Responsible and transparent way. ”
To put it plainly, consumers don’t just enjoy personalized marketing experiences. They look forward to them. Here are 24 stats to prove why you need to adopt personalized marketing in 2021.
The Benefits and Challenges of Personalized Marketing
- Text personalization is the # 1 tactic that marketers use email to increase engagement rates. (HubSpot)
- More than 20% of marketers say personalization can improve email engagement. (HubSpot)
- 99% of marketers say personalization drives customer relationships, with 78% saying it has a “strong” or “extremely powerful” impact. (Luggage)
- 80% of consumers are more likely to make a purchase when brands offer a personalized experience. (Epsilon)
- 90% of US consumers find personalized marketing content a little appealing. (Statista)
- 78% of marketers say that email is the most personalized channel, followed by websites, 56% of marketers note. (Luggage)
- The biggest challenge ABM Teams have to face is to personalize their strategy. (HubSpot)
- 40% of marketers said their biggest challenge with personalization was linking to data-related technologies, while 34% struggled with poor data quality. (Experian)
- 78% of brands say they struggle with “data debt” or don’t have fast enough data about their customers not to come up with the right personalization tactics. (Experian)
Consumer Interest in Personalized Marketing
- 92% of marketers say customers and leads expect a personalized experience – up from 85% in 2019. (Luggage)
- 45% of consumers say the “coolest” personalization tactic they’ve ever seen is when a brand apologizes for a poor shopping experience. (Voice accents)
- 74% of consumers will find “live profiles” valuable if they can be used to streamline the experiences, offers, and products they receive. (Voice accents)
- 67% of consumers think it’s important that brands dynamically adjust content based on the current context. When brands don’t adjust accordingly, 42% of consumers will be “annoyed” by non-personalized content. (Adobe)
- 82% of consumers primarily engage with smartphone marketing content, while 63% engage primarily with desktop content. (Adobe)
Data security options
- 83% of shoppers will exchange data for a more personalized experience. (Voice accents)
- In a 2019 study, 79% of surveyed consumers believe that companies already know too much about them, but 90% are still willing to share behavioral data for a cheaper and easier brand experience. than. (Smarter than HQ)
- Three out of four consumers say a business has never communicated with them online in a way that feels too personal or intrusive. (Voice accents)
- Out of a quarter of consumers who have received a personal or intrusive brand experience, 64%) say it is because the brand has information about them that they do not knowingly or directly share. (Voice accents)
- In a survey by Accenture, consumers said the “scariest” personalized marketing tactics involved texting or sending notifications when someone walks past a brand’s store and launches. social media ads for items a consumer browsed on brand’s website. (Voice accents)
Anonymous vs. Personalization based on permissions
There are many different opinions in marketing about the appropriate time in the customer lifecycle to use personalization.
While some argue that personalization should only take place after the end viewer has consciously provided information to the company, other companies use anonymous data, such as location. attach to the IP address of the viewer, to target viewers by location. When developing a personalization strategy, you’ll need to decide what is the right approach for your company and your customers.
- Regardless of what technology allows, it’s important that your strategy begins and ends with the needs and preferences of your customers. For many, that means waiting until your customers engage with you before personalizing the content.
- 42% of marketers surveyed claim they are personalized using anonymous data. (eConsultancy / Adobe)
- 57% agree to provide personal information on a website as long as it is for their benefit and is used in responsible ways. (Janrain)
- 77% will trust businesses more if they explain how they use personal information to improve their online experience. (Janrain)
- 62% of adults under 34 are willing to share their location for more relevant content. (Jiwire)
Personalized marketing navigation
We have entered an exciting time for marketers as well as for buyers. The ability to create a unique experience for each potential customer will inevitably lead to a more relevant, useful and enjoyable buying experience.
For three quick, easy tips related to marketing personalization, see the following infographic created by Web stacks:
As we navigate this new space and develop strategies, it’s important to hold an open discussion about what’s working and what’s not in the personalized world.
This data helps shape the early stages of that conversation. Hopefully next year there will be more results and good case studies of companies Use personalization to create a more “human” marketing experience.
Editors’ note: This post was originally published September 2013, but was updated on May 11 to be comprehensive and fresh.