Cambridge, Mass. – More than three-quarters of digital marketers say loyalty program success depends on how well they do personalization. According to “Refresh Your Approach to 1:1 Marketing,” a new survey of digital marketers from Forrester Consulting on behalf of ExactTarget Marketing Cloud, about half (48%) of digital marketers say they face challenges in personalizing individual consumer interactions.
In addition, the survey shows that 42% of digital marketers are challenged by analyzing customer interaction data. Other notable results include 86% of digital marketers saying they use broad segmentation and simple clustering for personalized marketing. Looking ahead, nearly 60% of digital marketers plan to increase site optimization spending, while slightly more than half say they will increase spending in real-time interaction management.
Fifty-one percent of digital marketers say they plan to increase spending in predictive algorithms and 51% will spend more on guided selling.