If you want customer loyalty, you’d better be personalizing your content.
The days of treating consumers like numbers are long gone. More and more, customers are demanding personalized marketing, and brands are increasingly stepping up to the plate. Savvy marketers know that treating customers as individuals is a high-value proposition.
Even major brands like Amazon, Facebook, Google, and Netflix have developed digital experience platforms (DXPs) that consumers say deliver a strong personalized experience. If personalization is a single brand connecting with a single customer, it demands a new level of effort and expertise from brands to accomplish this tall order.
Brands need to integrate customer information into an agile content delivery framework that reaches customers across multiple channels with relevant content. To prove the case even further, we’ve pulled together a comprehensive list of statistics that demonstrate why content personalization is the new gold standard in marketing.
Content Personalization Increases Consumer Engagement
- 91% of consumers are more likely to shop with brands that provide offers specific and relevant to them.
- 80% of customers are more likely to purchase products or services from brands that provide personalized experiences.
- 80% of frequent shoppers (self-classified) only shop with brands that personalize their experience.
- 79% of consumers are only likely to engage with a brand’s offer if that offer has been personalized to reflect previous interactions that the consumer has had with the brand.
- 72% of consumers in 2019 only engage with marketing outreach customized to their specific interests.
- Consumers are 40% more likely to view items recommended based on information they have shared with a brand.
- 90% of consumers will share behavioral data if additional benefits make shopping cheaper or easier.
- 71% of consumers, on average, feel frustrated when a shopping experience is impersonal.
- 70% of millennials dislike when brands send them irrelevant marketing emails and prefer personalized emails over blast communications.
- 70% of millennials will allow retailers to track their shopping behaviors in exchange for an improved shopping experience.
- 47% of consumers check Amazon if a specific brand doesn’t provide relevant product suggestions.
- 36% of consumers believe that brands should offer more personalization in their marketing.
- By 2020, just over half (51%) of consumers expect that companies will anticipate their needs and offer relevant suggestions prior to making initial contact.
- More than half of consumers (57%) are fine with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways.
- 78% of U.S. Internet users reported that personally relevant content increases their purchasing intent.
- Personalization can reduce customer acquisition costs (CAC) by up to 50%, boost revenues by up to 15%, and increase marketing spend efficiency by up to 30%.
- The top five benefits of personalization for brands include 1) increased visitor engagement (55%), 2) improved customer experience (55%), 3) improved brand perception (39%), 4) increased conversion rates (51%) and 5) increased lead generation and customer acquisition (46%).
- If millennials receive personalized marketing content, their brand loyalty increases by 28% on average.
- Calls-to-action (CTAs) that are personalized to specific visitors results in a view-to-submission rate that is 42% higher than generic CTAs.
- Content that isn’t relevant to individual customers generates 83% lower response rates in the marketing campaigns.
- Increasing personalization in a greater number of channels boosts overall consumer spending up to 500%.
- 77% of marketers share that real-time personalization is crucial to marketing success while 60% report it’s difficult to execute.
- 88% of U.S. marketers reported seeing significant improvements due to personalization, with over 50% reporting a boost in results greater than 10%.
- 89% of digital businesses are investing in personalization, including big brands like Coca-Cola, Netflix, and USAA.
- 79% of digital marketers in retail are investing in personalization tools, higher than any other single industry.
- The Travel & Hospitality industry has shown the largest shift towards personalized email, with marketers in that industry customizing 63% of their communications to individual customers.
- 51% of digital marketing professionals share that personalization is their number one priority.
- 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important” for meeting their current marketing objectives.
- 92% of marketers use personalization techniques in their marketing, yet 55% of marketers don’t have sufficient consumer data to personalize effectively.
- 83% of marketers shared that creating personalized content is their most significant challenge.
- 66% of marketers said that one of the biggest struggles with personalization is gathering internal resources to conduct personalized marketing programs.
- 63% of marketers say data-driven personalization is the most difficult online marketing strategy to execute.
- 63% of consumers stop purchasing products from companies that they feel do not personalize their marketing content well.
- 60% of marketers struggle to personalize their marketing content in real-time, while 77% of marketers share that real-time personalization is crucial to marketing success.
- 58% of consumers say brands send emails to them for products that they would never buy, while 24% of consumers share that brands send emails to them for items they’ve already purchased.
- Less than 50% of consumers feel that travel brands are sending them communications that are relevant to them.
- 40% of consumers consider some forms of personalized marketing “creepy” due to incorrect assumptions marketers make about their likes or interests.
- The biggest challenges with personalization are gaining consumer insights quickly enough to be effective (40%), having sufficient data (39%), and inaccurate data (38%).
- 39% of retailers report sending personalized product recommendations to consumers via email.
- Just over a third (36%) of travel executives rated their company’s current content personalization efforts as a four or five on a scale of one to five.
- Across industries, marketers are sending roughly 30% more individualized campaigns than blast emails.
- Less than 10% of tier 1 retailers believe their marketing personalization efforts are highly effective, while nearly one-third believe they have limited or no capacity to support marketing personalization efforts.
- When marketers were asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers shared that personalization would be their priority.
Consumers Prefer Brands That Personalize
Brands That Personalize...Win
Marketers See Value in Content Personalization
Marketers Want to Enhance Their Content Personalization Skills
Marketers Are Improving on Personalization, But There’s Still Room to Grow
Statistics Prove That Content Personalization Works
The stats above show that content personalization truly is the future of marketing. At the same time, reaching every customer and treating them like an individual is quite challenging for fast-growing companies expanding their customer base.
If content personalization is your goal (and it should be), you’ll want to consider a headless content management system (CMS). With the right headless CMS, you can easily integrate with personalization tools to personalize content at scale in ways that a traditional CMS cannot.
To get content personalization right, try our digital experience platform, no obligation. Find out how by choosing the right CMS, you can set yourself up for success when it comes to personalizing content and assisting customers in their digital journey.