The document discusses the challenges and strategies of personalization in marketing, highlighting that 74% of online customers feel frustrated with unwanted content and that personalized experiences can significantly increase ROI. Successful personalization initiatives involve utilizing customer data to provide tailored interactions across multiple channels while overcoming obstacles like data silos and legacy technology. It also notes that a majority of customers prefer personalization and are open to sharing personal information, though many marketers struggle with real-time content personalization.

1. Personalization Struggles
in Marketing
?
Personalization in
Marketing?
Engage with individual customers
Suit each one’s tastes/ preferences
Collaborative and content-based filtering
Create tailor-made online interactions
“74% of online customers
get frustrated with unwanted content”
“Effective personalization delivers anywhere
between 5x & 8x ROI of marketing spend”
Personalization
works:
40% of users Purchase from retailers offering more
personalized experience
Wish to be recognized across
multiple channels & devices
53% of customers
Some of the personalization
initiatives:
offer personalization based
on customer data
expand engagement
channels to meet customers
align front-line
resources
59%
54%
45%
Offering personalization in marketing assumes various dimensions:
How to Deliver Personalization
Segmentation
Personalized emails
Offering recommendations
in homepage
Targeted ads
Geo-fencing SMS
References:
http://blog.hubspot.com/marketing/data-personalize-marketing-li
https://www.bulldogreporter.com/marketers-are-overloaded-with-data-yet-light-on-predictive-insights-struggles-with-personalization-real-time-interactions-continue/
https://www.impactbnd.com/blog/the-problems-with-personalization-in-marketing-infographic
http://www.cmo.com/articles/2015/2/18/mind-blowing-stats-personalization.html
http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf
http://www.certona.com/news-room/how-retailers-personalize-across-five-channels/
https://advertising.yahoo.com/Insights/BALANCING-ACT.html
https://www.bulldogreporter.com/marketers-are-overloaded-with-data-yet-light-on-predictive-insights-struggles-with-personalization-real-time-interactions-continue/
http://marketingland.com/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241
http://technologyadvice.com/gamification/blog/personalization-revolution-8-ways-personalize-shopping-experience/
http://blogs.gartner.com/robert-hetu/new-research-on-personalization-highlights-the-challenges/
http://www.targetmarketingmag.com/article/three-ways-solve-marketing-personalization-problems/
http://blogs.adobe.com/digitalmarketing/campaign-management/5-ways-overcome-campaign-management-challenges-campaign-management-adobe-campaign/
http://www.idgconnectmarketers.com/blog-abstract/9175/top-tips-creating-effective-personalised-marketing-campaigns
suyati.com
78% - prefer some kind of personalization
46% - willing to share personal info
60% - expect marketers to explain how personal info is utilized
Customer views
on personalization
How to remove the stumbling blocks
inhibiting Personalization
Increase engagement
with customers
Create customer awareness
to break resistance towards
sharing data
Break down data silos to get
a single view of the customer
Invest in big data analytics to
overcome technical blocks
Map the customer
journey & operationalize
it using CRM
Engage customers through
channels they prefer
Limitations of
Personalization
60% of marketers struggle to personalize content in real-time
46% of companies are hindered by legacy technology
48% identify misalignment of data sources & privacy issues