One-to-one marketing gains traction but skills still an issue

New Conversant report into digital marketing trends in 2014 finds more marketers seeing the value of personalised messaging for customers, with key benefits including repeat purchases and imrpoved brand perception

Marketers are increasingly supportive of individualised messages and offers for customers but are struggling with the expertise needed to get the best value from a one-to-one approach, a new survey claims.

According to a report produced by Conversant (formerly ValueClick), 77 per cent of marketers surveyed agree that individualised messages and offers will be more effective than mass messages and offers, and 73 per cent agree personalised one-to-one marketing is the future.

In a breakdown of agency and marketer responses, the report found it is senior marketers that are more likely to believe in the power of personalised media.

Top benefits cited by marketers were increased repeat purchases and repat rates (60 per cent of respondents) followed by improved response rates (56 per cent) and stronger brand perceptions (also 56 per cent).

However, 47 per cent of marketers believed their teams lack the expertise needed to develop and deliver personalised marketing programs.

“This may also serve as an explanation for why some marketers reported concerns that personalised marketing isn’t possible, and why others seem unaware of its broad scale availability,” the report authors stated.

Other top challenges cited around building personalised media programs for marketers included higher media costs, increased marketing and management complexity, and higher creative development costs.

The Conversant report also looked into wider drivers around marketing for 2014 and found marketers expect to spend more dollars this year, but on fewer and ROI-driven channels and vehicles.

The top digital channel for 61 per cent of brand and agency marketers is video, while 59 per cent also plan to invest in cross-device advertising, the largest jump of any channel this year, the report authors stated. Display banners also continue to be a key channel for 57 per cent of those surveyed.

The Conversant report was based on an online survey between October and November last year of 200 marketer and agency individuals.

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