[Posted by Mickael Bentz, 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:
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 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!