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.

Related

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in