Another 29% of respondents say they sometimes have problems executing personalized marketing at scale, 14% rarely have issues, and 4% say they never struggle with personalization, the survey of 100 digital media and marketing executives based in the United States found.
The marketers surveyed say they struggle with scaled personalization for a mix of reasons: 33% cite poor or incomplete customer data is the biggest obstacle, 26% say they have difficulty turning their data into action, and 15% struggle to identify customers across different devices.
Nearly two-thirds respondents (63%) say they need both better data and better marketing platforms to make personalization easier.
About the research: The report was based on data from survey of 100 digital media and marketing executives based in the United States.
Continue reading "Marketers' Biggest Obstacles to Effective Personalization" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Marketing Strategy:
- Five Tips for Creating a Successful B2B Marketing Campaign
- Are You Making the Right B2B Martech Investments to Optimize for Agile Methods?
- Creating a Better Audience Experience: Oli Gardner on Marketing Smarts [Podcast]
- How Senior Marketers Set Their Budgets
- Four Ways to Reduce Churn and Create a Companywide Culture of Customer Success