Do not look now, but we are about to enter the third decade of the 21st century.
For retail marketers, says a new survey report from the Bluecore retail marketing platform, this decade will deal with over-customization.
The survey, “Retail Trends Report for 2020” [for free], found that 57 percent of respondents said increasing the percentage of tailored communications to individual customers was their top priority, primarily through e-mail and owned e-commerce.
If they can do this effectively, they can create an alternative to the growing cost of digital ads.
But perhaps the most important thing marketers can do in the next decade is to clearly distinguish between the different types of personalization.
On the other hand, Gartner
Such a lack of distinction has led research firm, Gartner, to recently predict that 80 percent of marketers will leave their personalization efforts by 2025, due to a lack of investment (ROI).
This prediction was made even though recently the National Association of Advertisers (ANA) chose “personalization” as the word of the year, noting a variety of responses from marketers who confirmed the purpose of personalization.
As it turns out, these different views – Bluecore’s, Gartner’s, and ANA’s – depend on the different customizable highlights.
In support of their prediction, Gartner Research VP Jennifer Pollack told ClickZ that about half of personalization expenses were aimed at vague results like customer experience and ROI could not be easily assigned.
The main point of the forecast, she said, is that one-on-one reset personalization needs to be redefined, as the cost of achieving a scale in website content, targeted offers and other means simply cannot keep up with the proven return on investment.
However, Bluecore is a retail marketing platform that focuses on user-driven email behavior, which is a specific mode of customization that can be more easily increased to one and measure whether the financial investment is worthwhile.
Another factor in the Bluecore survey is that almost 200 respondents were selected during the fifth annual Bluecore Summit, so their orientation is towards the personalization of this platform.
When asked about the number one priority for customization, for example, only five percent of this group felt that creating a more relevant site experience for private customers, such as targeted pop-ups or individual product recommendations, was the primary need.
“Most retailers (57%) focus their email personalization efforts,” Block or said because of its ability to control message and costs.
If this is true for marketers all over the environment, it could meet Gartner’s opposition to increasing one – on – one personalization without breaking the bank.
Bluecore’s new survey report also found that marketers’ main marketers were in order: increasing email revenue, increasing repeat purchases, and increasing website traffic.