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BizReport : Advertising archives : November 17, 2015

Survey: Brands must create individual experiences

Personalization is key for brands. That's the takeaway from a new survey which finds that individualized online experiences are increasingly important for customer engagement.

by Kristina Knight

Cxense has released data from their recent global, personalization survey which found that while brands understand the need for data and personalization, the implementation of personalization still lags.

"In this day and age, users expect personalization," said Ståle Bjørnstad, CEO, Cxense. "But expectation is a different word than implementation--and that's our job at Cxense--to offer customers around the world the best and most current technology to engage their audience and boost their digital revenue."

Some interesting findings from the survey include:

• 81% of brands surveyed agree data 'is critical or very important' for digital publishers
• 69% of those surveyed do no personalize home/landing pages based on individuals
• 59% use email newsletters to connect but 69% of those are not personalizing the content within

"There is no denying that digital publishing is undergoing a huge shift driven by personalization, ad blocking, data management and more," said Lauren Pedersen, VP Global Marketing, Cxense. "The entrance of new technologies must be coupled with the necessary support to make it easy for publishers to implement a data strategy. We are committed to playing that role in the industry, offering solutions that are quick to get up-and-running at a cost that beats all others in the industry."

Image via Shutterstock

Tags: ad targeting, advertising, content, Cxense, personalization, personalized content

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