Which channels are best for delivering more personalized communications?
Relevance – Relevance – Relevance! should be the mantra of digital marketers since we know that serving more contextual messaging to our prospects and customers will give an improved experience and boost response.
There is certainly no shortage of marketing services to deliver personalization, but it seems from this recent survey from Venturebeat that ability to customise messages to the individual varies a lot by channel.
It’s clear that email is ‘streets ahead’ in its usage for personalisation although, as the report notes this can vary in sophistication from name personalisation to recommendations based on behaviour. It’s surprising that web personalisation is relatively rare, although we can expect it’s higher in Ecommerce sectors such as financial services, travel and retail.
- Venturebeat: Marketing Personalization: Boosting Relevance
- Sample: 506 marketers (business type unspecified)
- Learn more about recommended tools: Essential Digital Marketing Tools 2016 (a free guide from Smart Insights)