Making a personal connection with the consumer is what marketing is all about. We dream about campaigns that land the right message, to the right person, at the right time.
The key to truly personalized campaigns — the thing that makes this kind of one-to-one marketing possible — is data. These days, marketers are in good shape. They’re learning more about visitors and collecting vastly more data on visitor behavior than ever before. But if you ask the visitors who are presumably receiving the personalized campaigns, they say brands are falling short of this ideal.
According to a survey that Lytics conducted of over 400 consumers, 80% said brands are not familiar, or at best, are only somewhat familiar with their needs. Clearly there’s an issue with the way brands are executing (or not executing) personalization campaigns and a lot of room for improvement.