Personalization: Why Marketers are Struggling

Personalization: Why Marketers are Struggling

Social | Dec 09, 2018

Personalization is the next big thing when it comes to digital marketing strategies. We’ve heard this several times. Many marketers have been preaching and incorporating this strategy, but it seems that many people in the industry are still having difficulties maximizing personalization’s potential.

A study by SAP Customer Experience Consumer Propensity Study shows that only 17% of consumers in the US see relevant recommendations. Whether it’s on social media, email marketing, or search engines, only a few Americans find their ads relevant to their needs.

Out of all the struggles Online retailers are facing is the discrepancy when it comes to personalization. Many consumers say they want to see ads that are relevant to their experience, but at the same time, there is a skepticism on how marketers collect information.

Data is another problem marketers encounter when executing personalization as a strategy. Ascend2's study shows that 63% of marketing influencers find that “data-driven personalization is a difficult tactic to execute.”

Here’s are some complications about data-driven personalization, and why marketers are struggling.

Incorrect data
Personalization depends very much on the data you have collected from your consumers. But if data and other information are provided incorrectly, how will you be able to come up with correct data? You will produce inaccurate personalization strategies, and your consumers will an experience that is not relevant to them.

Dated data
Modern technology has allowed us to live an on-the-go, on-demand lifestyle that data get old quickly. Consumers’ interests change along with the season. When it comes to online clothes shopping, for example, consumers’ buying habits change every 2-3 months. From swimsuits to tank tops, online shoppers can instantly switch it up by browsing and buying cardigans, scarves, or trench coats. Data should be able to keep up with these changes. The information you gather and receive should be in real-time.

Insufficient data
Having inadequate data is as bad inaccurate data. Marketers will have a harder time personalizing campaigns if the data they possess is insufficient. For more personalized marketing strategies to work, marketers must collect an intensive behavioral data that consists not only what page they looked at, but how they interacted with those pages. If you only tap on a few of your consumers' general interests or information, the whole campaign becomes almost irrelevant.

To achieve successful personalization campaigns, having correct data is important. Acquiring accurate real-time data can be very costly. Hiring a digital marketing company can provide your company the multimedia assistance you need from social media, email campaigns, and data collection for a more personalized marketing strategy.

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