Study: Marketers missing on personalization, strategy

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Some online marketers may need to take a hard look at past, present, and future campaigns. That’s a takeaway from new Zaius research which indicates that while nearly half of marketers are developing an omnichannel strategy fewer than 15% are executing well such a strategy.

A bright spot in the report: there is renewed focus on segmentation and personalization. Nearly one-third report they are keyed in on audience segmentation and personalization. These are two areas that can either build brand loyalty or send customers to competitors.

“In these survey results, we hear marketers’ frustration, ambition and dedication to their brands at a critical time of year. They know they need personalized and relevant content to convert potential buyers into customers, especially during busy seasons when consumers are overwhelmed with messages from brands,” said Mark Gally, CEO of Zaius. “This data uncovers the path to help marketers overcome their frustration by leveraging omnichannel, marketing automation and B2C CRM solutions that can put them ahead this holiday season.”

Other key takeaways from the 2017 HolidayMarketing Report include:

• Only 2% of marketers are using browser and mobile push strategies
• 43% use email
• About 20% use either social or search marketing
• 46% ‘are developing’ an omnichannel strategy
• 14% ‘execute omnichannel well’

The full report findings can be accessed here.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.