The report was based on data from a survey conducted in February 2016 of 190 marketers who work at companies of various sizes, 68% of them B2B-focused, 23% mixed B2B and B2C, and 9% B2C.
Some 61% of surveyed marketers say their company tailors at least some of its content.
However, the most common form of personalization is simply assembling existing content pieces for specific individuals/audiences (75% of respondents say they do so).
Only 44% of respondents say their company engages in contextual targeting, and just 40% use behavioral targeting.
Most respondents say their content personalization is either mostly manual (40%) or entirely manual (27%).
Just 5% of marketers say the process is fully automated.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji