LAST CHANCE: Save $100 on PRO with code OCTOBER »

Real-World Education for Modern Marketers

Join Over 606,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Marketers Struggling With Real-Time Personalization

by   |    |  1,822 views

Most marketers say they struggle to personalize content in real-time, even though 77% say real-time marketing is highly important to their organization, according to a recent report by Neolane and The Direct Marketing Association.

Overall, marketers surveyed rate personalizing messages based on consumer behavior as their top challenge (60%), followed by marketing effectiveness/response rates (57%), improving customer retention (43%), harnessing Big Data (41%), and driving revenue via cross-sell/up-sell (38%).

Below, additional key findings from the Real-Time Marketing Insights Study, which was based on a survey 235 North American marketers.

What Is Real-Time Marketing?

  • 43% of survey respondents define real-time marketing as providing "dynamic personalized content across channels."
  • 13% define it as "dynamic personalized content in outbound channels."
  • 12% define it as "developing quick response to mainstream event."

Highest Rated Real-Time Marketing Channels

  • Email is the highest rated real-time marketing channel: 80% of respondents find it very important.
  • The next highest rated real-time channel is the Web (69% of marketers find it highly important), followed by mobile devices (53%), point of sale (49%), call centers (49%), and social channels (45%).
  • 75% of marketers rate dynamic, personalized content across channels as highly important, and 95% find it moderately to highly important.

Plans for Real-Time Personalization

  • 29% of marketers currently practice cross-channel real-time marketing, and an additional 49% are planning to do so in the future.
  • More than half (55%) of marketers already practice real-time email marketing, and 32% have plans to do so in the future.

Real-Time Concerns

Survey respondents' top concerns about real-time marketing include the complexity of systems (50%), access to real-time data (46%), data privacy (45%), and training (39%).

About the research: The report was based on a survey 235 North American marketers. The majority (53%) work for companies with revenues under $99 million.


Join over 606,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by Tamar Mon Jul 29, 2013 via web

    Hi Ayaz, I loved your article, especially the list of concerns about real-time marketing. The three biggest concerns are easily overcome - our customers are easily able to set up campaigns in real-time using our technology that integrates into any CMS with zero IT. They also have access to information in real-time - the prospect's lcoation, organization, and digital behavior, without violating personal privacy issues. Great article, thanks for educating the masses. Tamar, Insightera.

  • by Ayaz Nanji Mon Jul 29, 2013 via web

    Thanks for the comment Tamar!

  • by Crystal Mon Jul 29, 2013 via web

    Great post Ayaz!

    Really happy to see these stats - especially those regarding real-time relevancy and personalization. We just recently started using a platform by the team at Evergage.com to add real-time behavior-based personalization to our website and are amazed by the increase in our conversion and retention rates.

    If Marketers aren't embracing personalization - they need to. And with platforms like Evergage, it doesn't have to be difficult. In fact, it's actually quite seamless.

  • by Gracious Store Mon Jul 29, 2013 via web

    What does it mean or imply when marketers have varied opinion or definition of real time marketing?

  • by Jean Borgman Tue Aug 26, 2014 via web

    Gracious, Here's a great post that should answer your question: what it means when marketers have varied definition of real-time marketing?
    http://bit.ly/1qoB6b1

    "Real-time marketing isn't what you think it is" uses Google trends to examine how the term came about, how there came to be varied definitions, what the current understanding is, and how to reap the benefits of it. It's an interesting read!

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!