Evergage-2019年个性化营销趋势（英文）-2019.6-49页_5mb

2019 Trends in Personalization Summary

Core Content

The 2019 report by Evergage and Researchscape International explores the current state, attitudes, and future plans of marketing professionals regarding personalization. It is based on a survey of 314 marketing professionals across various industries and countries, with a majority based in the U.S.

Main Findings

Attitudes Toward Personalization

• 98% of marketers believe personalization has some impact on advancing customer relationships.
• 70% of marketers believe it has a "strong" or "extremely strong" impact.
• 85% of marketers believe customers and prospects expect a personalized experience.
• Only 32% of marketers feel they are getting personalization right, indicating a general lack of confidence.

Personalization Usage & Satisfaction

• Email is the most personalized channel (78%), followed by website (58%), in-person (42%), online advertising (35%), mobile app (28%), and web application (19%).
• Marketers are becoming more sophisticated in their approach, with increased use of machine learning/algorithmic personalization (up to 40% from 26% in 2018).
• Only 16% of marketers are very or extremely satisfied with the level of personalization in their marketing efforts.
• Satisfaction is trending upwards, with an increase from 12% in 2018 to 16% in 2019.

Personalization Formats & Types

• In-line content (50%) and banners (47%) are the most common personalization formats.
• B2C companies prefer banners, pop-ups, and in-line content, while B2B companies favor call-out messages.
• Email content (73%) is the top area for personalized experiences, followed by home pages (49%), landing pages (41%), and interior pages (36%).

Approaches to Personalization

• Rule-based targeting is the most widely used approach (72% for B2B, 67% for B2C, 66% for hybrids).
• Triggered messages/notifications and machine learning/algorithmic are also used, with the latter gaining popularity (up 14 points from 2018).
• Marketers using machine learning are more satisfied (30%) compared to those using rule-based (19%) or triggered messages (16%).

Measurement & Budgets

• Conversion rate is the most commonly used metric for measuring personalization's value (67%), followed by clickthrough rates (50%) and revenue (38%).
• 90% of marketers report a measurable lift from personalization efforts, with 58% seeing a lift of more than 10% and 15% over 30%.
• 97% of organizations plan to maintain or increase their personalization budgets, with 48% planning to increase spending (up 11 points from 2018).
• 42% of marketers not currently using machine learning plan to adopt it in the next year.

Corporate Adoption & Obstacles

• 74% of marketers believe personalization should be a bigger priority in their organizations.
• The top three obstacles to personalization adoption are:
  • Lack of personnel (46%)
  • Lack of budget (43%)
  • Lack of knowledge/skills (38%)
• Privacy concerns (18%) and too many technology solutions (24%) are also noted as concerns.
• Omnichannel personalization is on the rise, with 53% of companies having a few channels connected and 23% having half or most connected.

Tools & Technologies

• The top tools used for personalization are:
  • Email marketing solutions (70%)
  • A/B testing tools (61%)
  • Web analytics tools (60%)
• Customer data platforms (CDPs) are used by 47% of marketers, while 33% use personalization platforms.
• Triggered email tools (33%) and personalization platforms (27%) are also used, though less frequently than others.

Key Insights

• Email remains the most effective channel for personalization.
• Machine learning is gaining traction and is associated with higher satisfaction and better results.
• Data issues are a significant challenge, though confidence in data availability is improving.
• B2C companies are more focused on ROI and lead generation, while B2B companies emphasize loyalty and driving leads.
• Cross-channel integration is improving, with a decline in "no channels connected" and an increase in "a few channels connected."
• Personalization maturity is still low, with 47% rating their organization's stage as limited.

Conclusion

The report highlights that while marketers are increasingly adopting personalization, they still face challenges in data integration, channel coordination, and strategy execution. The use of advanced technologies like machine learning is growing, and marketers are reporting measurable benefits. However, there is a clear need for more resources, skills, and alignment within organizations to fully realize the potential of personalization.