Marketer perspective: personalization is paramount

Marketers are implementing personalization tactics into their digital marketing campaigns more vigorously than ever. According to a recent survey, the share of industry professionals using marketing personalization in the United States ranges from 78 to 96 percent, depending on the sector, showing just how valuable personalization has become in today’s competitive marketing landscape. As of 2020, e-mail was the most used digital channel for personalized communication among U.S. marketers, which is not surprising, considering that messages delivered via this medium are highly customizable, easily consumable, and non-invasive. The e-mail format allows marketers to address (potential) customers by name, personalize subject lines, and alter email bodies to fit their target audiences. Other popular techniques include the tailoring of product recommendations based on a customer’s search and purchase record, a strategy long employed by e-commerce giants. When asked about the leading benefits of marketing personalization in 2020, industry professionals primarily listed improved customer experience, conversion rate, and visitor engagement.

Consumers value personalized experiences over content quantity

Personalization is becoming not only a competitive advantage but also something that customers now value and expect. A 2019 survey on personalized marketing attitudes revealed that 90 percent of responding U.S. consumers find company messages that are not personally relevant annoying. Corroborating these results, a 2020 survey on the frequency of using personalized recommendations found that over 65 percent of internet users in the U.S. and UK shop using product recommendations at least occasionally. In today’s highly contested e-commerce market, buying decisions are visibly impacted by how relevant the content is. In order to receive the most valuable suggestions and customized experience online, many internet users are willing to share email addresses or other personal data with companies. This data flow and usage for personalization purposes will likely pick up pace in the future, as marketing technology, for example, is continuously evolving on the basis of machine learning and artificial intelligence.

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