9 out of 10 senior marketers believe that personalized messages work better than mass communications
WESTLAKE VILLAGE, Calif. – Leading senior retail marketers report that 38 percent of their total marketing spend is now devoted to digital, according to a research study released by Conversant, the leader in personalized digital marketing. The study, conducted by independent research company Bovitz Research, sought information and opinions on key issues facing retail marketing professionals in 2014. Survey topics ranged from the role that digital plays in their marketing programs to the burgeoning interest and importance of personalized marketing.
“Today’s consumers demand communications relevant to their personal needs and interests”
In the past, digital represented a small percentage of the total marketing spend, but this has changed dramatically as consumers devote more of their total media time to digital platforms and as marketing capabilities in digital continue to expand. Now, nearly 20 percent of retail marketers reported that digital accounts for 50 to 75 percent of their total marketing budget.
Individualized Messages are More Effective
The new study found strong retailer interest in personalized marketing and advertising. 86 percent of senior retail marketers agree that individualized messages can be more effective than mass messages.
“Today’s consumers demand communications relevant to their personal needs and interests,” said Scott Eagle, CMO at Conversant. “They are tired of being served ads that don’t have relevance to their everyday lives. In order to ensure each interaction is a positive one, brands must engage with consumers in an individualized manner, one that acknowledges each consumer’s behaviors, needs and interests.”
Nearly three quarters of the participating marketers agree that one-to-one communications represent the future of retail digital marketing. But 59 percent also agree that omni-channel consumers make personalization marketing more difficult.
“There is no doubt personalized marketing will be a key focus on 2014,” said Eagle. “Retailers that have plans to pursue personalization would do well to identify partners to help speed up implementation and begin engaging in individual conversations.”
Other Key Study Findings
Additional findings from the study include:
- Retailers rely on many partners for their digital advertising needs, in fact, nearly a third report working with 11 or more vendors. Furthermore, almost half report that finding the right digital vendor is difficult.
- The group has a high interest in measurement, with 57 percent saying they are using or plan to use a marketing attribution platform in 2014. Last click measurement remains the most frequently used, with more than two-thirds responding that they use last click for at least some of their measurement efforts.
- 62 percent of respondents report they are concerned about cookie blocking and deletion, and their effects on user identification and measurement.
The respondents to this survey represent senior level marketers at leading retailers (brick-and-mortar and e-tailers). Opinions were solicited from a total of 81 such retail marketing leaders.
To download a complete copy of the study, please visit: http://go.conversantmedia.com/retail-marketer-insights-2014
For additional information, please contact Paul Lesinski at [email protected] or 971-226-5299.
About Conversant, Inc.
Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest companies grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully integrated personalization platform, personalized media programs and the world’s largest affiliate marketing network – all fueled by a deep understanding of what motivates people to engage, connect and buy. For more information, please visit www.conversantmedia.com.
