We asked more than 1,800 dig­i­tal mar­keters about their tar­get­ing and opti­mi­sa­tion strat­egy and how it impacts their results. Where mar­keters were using tar­geted con­tent they saw an increase in con­ver­sion, but we also found out that 87% of mar­keters believe less than half of onsite vis­i­tors actu­ally receive tar­geted content.

We know it works, why aren’t we tak­ing our own advice?

53% of mar­keters told us they spend less than 5% of bud­gets on opti­mi­sa­tion. Although this is an increase from 2012 (48%) it still shows that opti­mi­sa­tion is not a top pri­or­ity for a large group of mar­keters. In Europe we are doing bet­ter, with the results show­ing 27% com­pa­nies allo­cat­ing 5% or less to optimisation.


What percentage of your total marketing budget is allocated to optimisation  activities (including agency fees, professional services, technology)? Adobe 2013 Digital Marketing Optimization Survey Results, 2013

What per­cent­age of your total mar­ket­ing bud­get is allo­cated to opti­mi­sa­tion activ­i­ties (includ­ing agency fees, pro­fes­sional ser­vices, tech­nol­ogy)? Adobe 2013 Dig­i­tal Mar­ket­ing Opti­miza­tion Sur­vey Results, 2013

Even test­ing – a core part of opti­mi­sa­tion – isn’t seen as a pri­or­ity accord­ing to 46% of Euro­pean mar­keters. What’s more, over half (51%) of com­pa­nies sur­veyed rely on only one per­son to decide what con­tent is dis­played on their sites and mar­ket­ing mate­ri­als — how can one per­son know what hun­dreds (or thou­sands) of unique vis­i­tors want?

Last year, Econ­sul­tancy asked, “Will 2013 be the year of con­ver­sion opti­mi­sa­tion?”. The evi­dence shows us that the com­pa­nies invest­ing in opti­mi­sa­tion and test­ing have a com­pet­i­tive advan­tage, some­thing we are all look­ing for. So let’s step it up and give the con­sumers what they want – per­son­alised, tar­geted expe­ri­ences – and what we want, more conversions.

Check out the full results here, and tell us below, how much of a pri­or­ity opti­mi­sa­tion and test­ing is for your organisation?