Why personalization should matter to marketers

Hester Gras

In a 2013 study by Conversant, three out of four US senior-level marketers and agency decision-makers already agreed that personalized messages will be more effective than mass messages in online communities. They agreed that “personalized one-to-one marketing is the future”. Seen in this light, positive research results on offline personalization don’t drop out of the blue. A 2014 study by Econsultancy and RedEye suggests that it’s equally important to personalize online and offline communities.

Personalization sees lift in conversation rate

Marketers who had implemented personalization via offline channels had seen an uplift in conversation rates by a whopping 95%. The graph below shows that offline channels have experienced a higher major uplift in conversion rates than digital channels such as email, websites and social media. Search engine marketing was most likely to have seen “major” lifts in conversion due to personalization.

Offline personalization
Source: Econsultancy, “Conversation Rate Optimization Report 2014” in association with RedEye as cited in company blog, Jan 5, 2014.

Personalization as a key part of the omnichannel marketing experience

In a previous post, we already mentioned that digital and mobile channels are an important addition to the customer journey. By making use of the opportunities that mobile offers, such as personalization, brands can improve the overall customer experience. As the research results on personalized channels show, data should also be used to create engaging dialogues with customers when they are offline!


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