100x100 Mickael Bentz[Posted by , Prod­uct Mar­ket­ing Man­ager, Neolane]

With all of the dig­i­tal mar­ket­ing “noise” bom­bard­ing con­sumers on a daily basis, mar­keters need to per­son­al­ize their cam­paigns to make sure their mes­sage is the shin­ing star among the masses. Here at Neolane, we put together a sur­vey to get a glimpse into brands’ cur­rent and future plans for enabling their cus­tomers to expe­ri­ence per­son­al­ized mar­ket­ing mes­sages when engag­ing over dig­i­tal platforms.

The sur­vey gath­ered responses from 600 mar­keters across Europe; below is a recap of the results:

Web Per­son­al­iza­tion on the Rise5 Best Practices for Digital Marketing

When we took a look at the results, we saw some stag­ger­ing num­bers per­tain­ing to the future of web per­son­al­iza­tion. Today, just 19% of brands offer per­son­al­ized expe­ri­ences in real time. This num­ber is expected to triple by the end of 2014, as 59% of those sur­veyed claim they will offer a per­son­al­ized web expe­ri­ence next year. Much of this expected increase could be related to the unchal­lenged claim that per­son­al­iza­tion has poten­tial to increase ROI. Our results show just 4% of respon­dents doubt the ROI poten­tial of per­son­al­ized web experiences.

Those dig­i­tal mar­keters who have enter­tained per­son­al­ized web­site cam­paigns have gen­er­ated ROI—and quickly. Our results show 54% of mar­keters get a pos­i­tive ROI within months of imple­men­ta­tion and an addi­tional 31% see ROI within years. In order to deliver a truly per­son­al­ized expe­ri­ence to cus­tomers, mar­keters must have an abun­dance of infor­ma­tion about their cus­tomers. Nine­teen per­cent of mar­keters cite a com­plete cus­tomer pro­file and pur­chas­ing behav­ior as the two fac­tors that have the most respon­si­bil­ity in pro­vid­ing nec­es­sary insight to drive ROI. Web behav­ior is also very effec­tive, noted by 14% of marketers.

Chal­lenges to and Objec­tives of Web Personalization

Despite the per­ceived effects on ROI and real­iza­tion that cus­tomers are look­ing for per­son­al­ized web expe­ri­ences, some mar­keters are still a bit hes­i­tant to insti­tute cam­paigns. Nearly a quar­ter (24%) of the respon­dents do not cur­rently per­son­al­ize their web­sites for bud­get­ing rea­sons, and an addi­tional 15% sim­ply don’t con­sider per­son­al­iza­tion a priority.

Those who do have web per­son­al­iza­tion in place have a few objec­tives in mind for doing so. 56% of respon­dents use per­son­al­iza­tion to sup­port cus­tomer sat­is­fac­tion and increase cus­tomer loy­alty (it’s all about the cus­tomer!), 53% use it to develop a user from a vis­i­tor to a prospect to a pur­chas­ing cus­tomer, and 51% use it to cross-sell and up-sell products.

Outside-of-Web Per­son­al­iza­tion

Out­side of the web, per­son­al­iza­tion in 2013 can most com­monly be found through email (54% of respon­dents), fol­lowed by call cen­ters (31%) and at points of sale (20%). These outside-of-web chan­nels are also expected to evolve by the end of 2014, as 40% of par­tic­i­pants plan to per­son­al­ize social and mobile. Thirty-three per­cent plan to per­son­al­ize email in 2014, and just 18% plan to per­son­al­ize at call cen­ters and at the point of sale, indi­cat­ing an over­all shift toward dig­i­tal channels.

Let’s face it: All cus­tomers want to feel unique and spe­cial, and mar­keters seem to be tak­ing notice. Web per­son­al­iza­tion, expected to explode by the end of 2014, can have a big impact on ROI as well as cus­tomer loy­alty, mak­ing it a pow­er­ful tool. Check out our pre­sen­ta­tion with full results!



  1. […] Neolane sur­vey of more than 600 Euro­pean mar­keters found that today, just 19% of brands offer personalized […]