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!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in