Personalization Efforts

What is holding back marketers’ personalization efforts?

" ... A survey of digital marketers by Evergage found that e-mail (72 percent) and websites (57 percent) are the only channels in which a majority of respondents are using personalization.

Far fewer respondents from the 206 organizations interviewed across businesses have cracked the code for mobile websites (28 percent), web apps (20 percent) or mobile apps (18 percent).

Meanwhile, personalization experiences remain fairly limited. E-mail campaigns are the most common type of personalized experience, used by almost two-thirds of marketers. Home pages (58 percent) and recommendations (58 percent) are also fairly popular areas of personalization, while half are personalizing interior pages. Given that website content personalization is considered quite difficult, these could be seen as encouraging results.

Again, however, there’s less uptick in other areas: fewer than one-third are personalizing navigation (29 percent), search (27 percent), pricing (22 percent), videos (18 percent) or sorting (16 percent). ... "