{"id":4250111,"date":"2018-11-25T12:41:00","date_gmt":"2018-11-25T12:41:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/a-roadmap-for-marketers-to-improve-personalisation\/"},"modified":"2018-11-25T12:41:00","modified_gmt":"2018-11-25T12:41:00","slug":"a-roadmap-for-marketers-to-improve-personalisation","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/a-roadmap-for-marketers-to-improve-personalisation\/","title":{"rendered":"A roadmap for marketers to improve personalisation"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tA roadmap for marketers to improve personalisation\t<\/h1>
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\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t25 November 2018\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tPersonalisation is a major part of digital that has evolved rapidly with the rise of marketing technology. It\u2019s more than a trend or a buzzword; it\u2019s a pivotal way to reach and engage consumers. Personalisation is spoken about extensively by CMOs, practitioners and technology vendors alike and will continue to be a top priority for Marketers. With brands increasingly implementing personalisation strategies, it\u2019s time to start measuring the impact of these initiatives. How effective is personalisation with today\u2019s consumers?\t<\/h2>\n\n\n\t\tTo find out if this data is being applied in a smart way, DEPT\u00ae launched the study \u2018What Do Consumers Really Think of Personalisation\u2019 (published on 30 August 2019). The aim of the research was to assess how consumers feel about brands changing and tailoring the online shopping experience, based on individual needs, preferences, and data. And ultimately determine if data is being applied in a smart way, that\u2019s meeting objectives for personalisation strategies.\t<\/p>\n\n\n\t\tKey takeaways from the study\t<\/h2>\n\n
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  • Most popular techniques are product recommendations or personalised vouchers over email<\/li>
  • Consumers seem to view personalisation as a double-edged sword; there are very strong likes & also dislikes reported in response to personalisation tactics<\/li>
  • Consumers like the functional aspects of personalisation, such as saving time (73%) and improving the overall customer experience (64%).<\/li>
  • Dislikes seem more on the emotive spectrum, they range from personalisation is at time irrelevant (74%) to it can be an annoyance (58%)<\/li>
  • Data is still a very strong point of contention. On one hand, consumers would like to see more personalisation but still feel very conservative about sharing data.<\/li>
  • Consumers expect more from brands than what they are delivering today.<\/li><\/ul><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t