Just how important is personalisation in marketing?


Personalisation in marketing

With the use of content, you can position your business in front of customers, address their wants and needs, and present them with pieces of information or advice that are useful and valuable, but also increase the chances of achieving your marketing objectives.

But seeing as every other company and corporation with an interest in promoting their goods and services online has recognised this fact, things are getting quite overcrowded. Type in a search query and you will be greeted with an abundance of results, which attempt to lure you in with their respective content offerings.

In order to stand out like a sore thumb and ensure your content gets seen by the right people, in the right place, at the right time, you’ll need to create something that is distinctive, relevant and personal.

That’s where personalised content comes in.

The statistics that support the need for personalised content experiences:

  • Personalised emails improve click-through rates by 14 per cent and conversion rates by 10 per cent (Aberdeen Group)
  • 75 per of consumers like it when brands personalise messaging and offers (Aberdeen Group)
  • 56 per cent of consumers say they would be more inclined to use a retailer if it offered a good personalised experience (o2 – The Rise of Me-tail)
  • 74 per cent of online consumers get frustrated with websites when content (such as offers and promotions) appears that has nothing to do with their interests (Janrain & Harris Interactive)
  • 94 per cent of companies agree that personalisation “is critical to current and future success” (Econsultancy)

Personalized content stats

But even if the majority of businesses recognise the need for deeper content experiences through personalisation, how many are actually doing so?

  • 70 per cent of brands are still not personalising emails sent to subscribers (Experian)
  • 77 per cent of marketers say “dynamic, personalised content” across channels is very important, but most are still in the planning stages (Adobe & DMA)
  • Scarce resources (lack of budget and/or staff) hold back a large portion (44 per cent) of companies from investing in, or improving, their personalisation efforts (Econsultancy + Monetate)

Content Personalisation

So, there you have it. We know how important personalising our content is, yet very few are actually doing it.