Personalized marketing is such a basic today, it's shocking to learn that the majority of digital marketers still struggle with personalizing large-scale efforts. And the problem is rooted in something even more fundamental: customer data. More than half of digital marketers (53%) say they always or often struggle with personalizing their marketing efforts at a large scale, according to a recent report from Neustar, which was recently reported by MarketingProfs. Only 4% say they never struggle with personalization, per the survey of 100 U.S.-based digital media and marketing executives.The marketers surveyed say they struggle with scaled personalization for a mix of reasons, but weak data leads the list: 33% cite poor or incomplete customer data as the biggest obstacle, 26% say they have difficulty turning their data into action, and 15% struggle to identify customers across different devices. Nearly two-thirds of respondents (63%) say they need both better data and better marketing platforms to make personalization easier. To read the MarketingProfs report, go to http://www.marketingprofs.com/charts/2014/25590/marketers-top-obstacles-to-effective-personalization
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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