Marketing personalization - statistics & facts

Personalization was named the marketing word of the year by the Association of National Advertisers (ANA) in 2019. This decision proved to be well-founded, as personalization has become one of the most indispensable marketing strategies among industry professionals in the United States. Marketing personalization, or the practice of using personal data to initiate targeted advertising, has been rapidly adopted by brands and companies from various industries in recent years. While the share of marketing budgets devoted to personalization can vary, a recent survey showed that 33 percent of marketers in the United States and the United Kingdom (UK) spent more than half of their online marketing funds on personalization efforts. This share will likely increase in the future, as advances in technology, data, and analytics enable marketers to personalize consumer experiences across more channels and customer journey stages than ever before.

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.

Key figures

The most important key figures provide you with a compact summary of the topic of "Personalized marketing " and take you straight to the corresponding statistics.

Marketer perspectives

Consumer perspectives

E-commerce

Effectiveness

Interesting statistics

In the following 5 chapters, you will quickly find the {amountStatistics} most important statistics relating to "Personalized marketing ".

Marketing personalization in the U.S.

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
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Marketing personalization - statistics & facts

Personalization was named the marketing word of the year by the Association of National Advertisers (ANA) in 2019. This decision proved to be well-founded, as personalization has become one of the most indispensable marketing strategies among industry professionals in the United States. Marketing personalization, or the practice of using personal data to initiate targeted advertising, has been rapidly adopted by brands and companies from various industries in recent years. While the share of marketing budgets devoted to personalization can vary, a recent survey showed that 33 percent of marketers in the United States and the United Kingdom (UK) spent more than half of their online marketing funds on personalization efforts. This share will likely increase in the future, as advances in technology, data, and analytics enable marketers to personalize consumer experiences across more channels and customer journey stages than ever before.

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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