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Data: Contrary to Consumer Preferences, 41 Percent of Marketers Don’t Personalize Content Based on Consumers’ Age
Liz Unamo| 9 de enero de 2018
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According to a new study from Yes Lifecycle Marketing, two in five marketers don’t tailor their initiatives to audiences of different age groups, thus missing on substantial engagement opportunities as consumers demand more customized content.The report, A Blueprint for Using Audience Insights to Inform Marketing Communication Strategies, is based on an annual survey of 300 marketers online and during Shop.org. It found that just 11 percent of marketers claim they can personalize all content in real time, indicating that nine out of 10 can improve their personalization efforts.Yes Lifecycle Marketing’s study also found about a quarter of marketers (27 percent) can execute basic personalization tactics, such as using a customer’s name or birthday. Another 26 percent can personalize based on browsing or purchase history, but say it’s tedious to do so. And 17 percent of marketers state they cannot personalize content because they still have trouble collecting and analyzing data.”Personalization isn’t limited to a customer’s name; and marketers who go beyond this simple data point in order to customize communications will reap the benefits” said Michael Fisher, president of Yes Lifecycle Marketing. “Marketers should tailor content to their customers’ habits and demographics. Fairly easy-to-implement adjustments, such as triggered campaigns and lifecycle messaging, will go far.”
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