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The Power of Personalization
Leveraging data to better engage your audiences
27%of respondents say
personalized messaging is
“critical”
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: When companies communicate with you and they give you very relevant offers and info that is very
relevant for who you are and your lifestyle, how important is this?
Personalization is Key...
…and Brands Frequently Get it Wrong
93%of consumers report receiving
marketing communications
that are not relevantto them
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: How often do you see email messages or advertising that is not relevant to you?
There are consequences…
44%of consumers are willing to
switch to brands
who better personalize
marketing communications
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: Thinking generally about the types of brands you transact with, would you switch brands/companies if a competitor d id
better job of personalizing their experience to you?
90%of consumers say that messages
from companies that are not
personally relevant are
“annoying”
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: How annoying is it when you see messages from companies to you that are not relevant to you?
53%of consumers say advertising for
an irrelevant product is the
most annoying thing a brand
can do!
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: When companies communicate with you via advertising or email, what are the most
annoying things they could get wrong?
Millennials & PersonalizationMillennials are used to personalization - from targeted Google ads in their email to personalized
feeds on Instagram - personalization is ingrained in their online experience.
6 in 10Millennials want to hear from
advertisers digitally - through
email, social media and
online advertisements68% of
Millennials are
willing to share
personal fitness
tracker data for
lower insurance
premiums40%
of Millennials say the most
important thing a brand can
do is ensure advertisements
are relevant to their interests
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504 *Question: Looking at the below types of communication from brands/companies to you, which are you most receptive to? 64% of millennials want to hear
from advertisers digitally. **Question: What are the most important things a brand/company can do to make sure they communicate with relevance to you? ***Source: Infogroup | The Circus | Health Insurance Landscape Study
Date: October 2018 | Sample: Nationally Representative Sample of Internet Adults 18+ | n=1007
*
**
***
Personalization is Most “Critical” to
Millennials
29%of Millennials say
it is “critical” for commercial messaging
to be relevant to them
% agree that personalization of marketing is “critical”
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: When companies communicate with you and they give you very relevant offers and info that is very relevant for
who you are and your lifestyle, how important is this?
27%
25%
29%
55+
35-55
18-34
We asked consumers how important it is that brand communications provide offers that are relevant to individual identity & lifestyle
Top 5 Personalization
Mistakes Brands Make:
1.Talking about topics I have no interest in
2.Trying to sell me things I already own
3.Misspelling my name
4.Getting my identity/gender wrong
5.Getting my location wrong
SOURCE: INFOGROUP PERSONALIZATION STUDY, n=1,504
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: When companies communicate with you via advertising or email, what are the most
annoying things they could get wrong?
Your Customers' Top 5
Personalization Must-Haves:
1. Relevant to my interests
2. Product details
3. Is a product or brand I already enjoy
4. Tells a good story
5. Makes me laugh
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: What are the most important things a brand/company can do to make sure they
communicate with relevance to you?
The Top 5 Ways Your Customer
Wants You to Communicate:
1. Email
2. Television Ads
3. Online/Social media
4. Print Ads
5. Direct Mail
SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504
Question: Looking at the below types of communication from brands/companies to you, which
are you most receptive to?
Personalization is the
Future of Marketing
SOURCE: evergage: 2018 Trends in Personalization Study 72% of marketers use
personalization in their email campaigns
Almost
THREE
QUARTERS of marketers use
personalization in their email
campaigns
Personalization is the
Future of Marketing
More than
9 in 10marketers believe that
personalization advances customer
relationships
SOURCE: evergage: 2018 Trends in Personalization Study 96% of marketers believe
personalization advances consumer relationships
Personalization is the
Future of Marketing
88%
of marketers say they have
seen an increase in business
from personalization
SOURCE: evergage: 2018 Trends in Personalization Study
Key Takeaways• Personalization is key for providing customers with
relevant brand experiences
• Most consumers report seeing irrelevant marketing
“all the time” and they really don’t like it
• Consumers demand relevance in their marketing
communications and prefer that brands reach them
via email
• Quality data drives personalization and most
marketers report applying this for email campaigns
• Relevancy means increased customer engagement
and loyalty
The Power of Personalization
To find out more about infogroup or this study, you can
reach us at: [email protected]