Surveys Say: If You’re Going to Be Best in Class, You’ll Personalize

By on August 2nd, 2013

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.[1]  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.”[2]

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.
If you’re looking for some great data to nudge your customers into the direction of 1:1 printing, this might be a great place to start.

[1] http://printinthemix.com/fastfacts/show/715#sthash.NdXMVMfp.dpuf

[2] “Analytics for the CMO,” Aberdeen Group (September 2011) http://www.aberdeen.com/assets/report-preview/7065-RA-marketing-business-analytics.pdf

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    3 Responses to “Surveys Say: If You’re Going to Be Best in Class, You’ll Personalize”

    1. Joe Manos Says:

      Great post Heidi.

      At the heart of a program to really personalize your message, content and timing of the message is great technology. Technology provides the ability to nurture the relationship, build persona data and provide ongoing communication of relevant offers in an optimized manner.

      To often marketers and service providers overlook this need and find it difficult to execute meaningful programs.

    2. Tim Hennings Says:

      The surveys are primarily about B2C, but we are seeing a growing interest in B2B personalization as well. Businesses want to automate customer-specific catalogs and brochures. Today it is possible to tap the unlimited capacity of cloud computing to achieve 1:1 cross-channel marketing to every customer, no matter how small or large.

    3. Joe Manos Says:

      I agree with Tim as we have both B2C and B2B customers leveraging “true” one2one communication successfully with meaningful results in the form of increased revenue results.

      There is a new shift in best practice methodologies and it is ongoing lead nurturing and personalized contacts. No longer are we seeing one and done campaigns but now the introduction of lead nurturing programs that are ongoing with a series of personalized touches and offers over a period of 6 months to a year.

      This moves the prospect through a cycle from lead nurturing to sales ready opportunities.

      This is the approach delivering the very best results.