Personalisation, ‘individualisation’, contextual marketing… the top marketing buzzwords of 2016 all speak to the same concern: Consumers today expect branded offers and promotions to match their interests and buying habits.
Retail customers are now four times more likely to respond to personalised offers and marketing messages than to generic marketing.
Marketers know they need to rise to the personalisation challenge, but it’s no easy feat – even for large brands: Less than 10% of tier one retailers believe they are highly effective at personalisation.
To drive stronger outcomes, marketers have to take their strategies further. Personalisation is not just about customising the content of a message or offer: It’s about addressing each individual customer’s preferences in a holistic, high-impact way.