If you’re going to be a best-in-class marketer, you’re going to personalize your content. Surveys of best-in-class companies show this over and over.
A 2012 InfoTrends survey of 1,000+ large businesses, across 10 different vertical industries, found that more than 60% of respondents’ campaigns were personalized or segmented. A 2011 Aberdeen Group study found that, of “best in class” marketers (defined as being in the top 20% of sales and profitability), 39% were actively “targeting offers to optimize marketing ROI” and “optimizing marketing activities at each touchpoint along the customer lifecycle.”
Notes the Aberdeen report:
With 67% more top performers than other firms (30% vs.18%) ensuring the right message, to the right person, at the right time, the ability to better pinpoint marketing activity to maximize its effect is well-demonstrated by how top performers are refining their strategies.
This is confirmed in an article on Forbes.com posted yesterday, citing data from a Responsys infographic (April 2013):
- Sixty-one percent of U.S. consumers feel more positive about a brand when marketing messages are personalized.
- Nearly half (44 percent) of consumers are less responsive to non-personalized or “mass-marketing” messages.
- More than half (53 percent) are more likely to purchase when a brand personalizes digital communications.
- More than half (52 percent) trust brands that enable consumers to share their marketing preferences more than brands that do not.