Two thirds of UK marketers not using personalisation

Almost two-thirds (62 per cent) of UK marketers say they do not incorporate personalisation into their campaigns, with lacking of insight into the customer journey holding back their ability to create a truly omnichannel experience, according to new research.

This is according to the State of Digital Commerce report from Episerver, a global provider of a single platform to smartly manage digital content, commerce and marketing in the cloud.

While only 38 per cent of marketers incorporate personalisation into their current promotional approach, this figure drops to as little as one in 10 among businesses with turnovers of £100,000 or less. For many marketers this failure to personalise campaigns may come down to a lack of in-depth understanding of customers, with 46 per cent of marketers believing that a lack of sufficient insight into the customer journey is holding back their ability to create a truly omnichannel experience.

The majority of marketers are now using mobile, web and email content within their campaigns, yet more tailored content such as personalisation, geo-targeting and A/B tests are used by the minority across modern marketing campaigns.
The percentage of marketers using the following technologies in their current marketing strategies:
• Websites: 92 per cent
• Email marketing: 70 per cent
• Mobile sites: 56 per cent
• Personalisation: 38 per cent
• Print catalogues: 33 per cent
• A/B testing: 31 per cent
• Triggered emails: 28 per cent
• Geo-targeting: 20 per cent

Commenting on these findings, Joey Moore, head of product marketing at Episerver, said, “In 2017, personalised content and recommendations should be an integral part of any marketing initiative and it’s surprising to see so few marketers incorporating personalisation into their approach. As it stands there are more marketers promoting their brand through print catalogues than there are using basic personalisation techniques such as geo-targeting and triggered cart-abandonment emails.

“When it comes to online retailing in particular, if brands are going to compete with the likes of Amazon they must look to generate a higher quality of customer experiences. By incorporating personalised content, marketers can drastically shorten the sales cycle, providing customers with the products they require quickly and without the need to shop around. In many cases, the use of personalisation can drastically increase the effectiveness of an online campaign, which is beneficial for both the retailer and the consumer.”

By incorporating personalisation into emails, Episerver client Cath Kidston saw a 53 per cent increase in click-through rates and a 50 per cent increase in conversions. The incorporation of personalised landing pages for the Irish Greyhound Board has also seen up to a 200 per cent increase in conversion rates and a 30 per cent increase in online revenue.

To download the full Episerver Digital Commerce report click here