About three-quarters of North American marketers believe real-time personalization is very important to their organization, and another 1 in 5 find it of moderate importance, according to survey results from Neolane and the Direct Marketing Association. While respondents most often define real-time marketing as a cross-channel endeavor, they clearly believe that dynamic personalization is more important to some channels than others.
Unsurprisingly, marketers tab email as the channel for which dynamic, personalized content is most important, with 80% rating it highly important and another 17% moderately important. In fact, respondents find it slightly more important to personalize in real-time for email than to do so on a cross-channel basis, which nonetheless is of high importance. Personalization of the web also appears to be more important than dynamic content on mobile devices, at the point-of-sale, and across social channels.
Marketers tend to largely be following those attitudes with their actions and plans, according to the study. 55% say they’re currently personalizing their emails in real-time, easily the highest figure of any channel. And while fewer (35%) are personalizing their web content in real time, a significant 40% are planning to do so. Similarly, although adoption of real-time personalization across channels is still fairly low (29%), another 49% are planning for real-time cross-channel marketing. The other area where respondents plan to implement real-time personalization is for mobile devices, with 42% expecting to do so, versus 21% currently doing so.
About the Data: The data is based on a survey of 235 North American marketers. The most highly-represented industry was Business Services (28%), followed by B2B High Tech (16%) and Media-Entertainment (11%). 53% of respondents are from companies with less than $100 million in annual revenues.-MarketingCharts