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Personalisation: A Double-Edged Sword for UK Consumers and Brands
Recent research from Optimizely, a digital experience platform, exposes a critical challenge in the realm of personalisation. Over half (51%) of UK consumers find targeted online content to be “boring” or “unhelpful.” While personalisation holds significant potential to boost customer loyalty, outdated technology and reliance on assumptions hinder its success. The study, based on insights from 100 UK marketing leaders and 1,000 consumers, reveals that 70% of shoppers feel frustrated by irrelevant promotions, while 83% of marketers admit their personalisation efforts rely on assumptions rather than quality insights.
Gap Between Expectations and Reality: The Struggle with Personalisation
The report emphasizes a concerning disparity between consumers’ desire for personalised experiences and what brands currently deliver. A striking 71% of marketers rely on generalizations for personalisation campaigns, illustrating the vast disconnect between consumer expectations and the reality of personalisation. Outdated technologies exacerbate the problem, as only 33% of marketers claim to possess the necessary tools for delivering hyper-personalised experiences tailored to individual customers.
The Promise of Personalisation: Fostering Customer Loyalty
Despite the challenges, the study reveals the enormous potential of personalisation in cultivating customer loyalty. Notably, 65% of consumers exhibit higher loyalty towards brands that truly understand them on a deeper, personal level. This highlights the significance of investing in modern, data-driven technologies, such as web experimentation, to optimize personalisation efforts and establish profound connections with customers.
Urgent Call for Modernisation: Overcoming Personalisation Shortcomings
Optimizely’s report emphasizes the pressing need for brands to close the gap between customer expectations and their current personalisation efforts. Outdated technology is a significant roadblock, with a staggering 74% of marketers finding their current personalisation tools inadequate. Investing in up-to-date, data-driven technologies becomes essential to capitalize on the growth opportunities of a data-led personalisation strategy.
Crafting Engaging Content: A Key to Personalisation Success
While modern personalisation technology is crucial for delivering relevant online experiences, brands must also focus on creating engaging and exciting content. Dull and uninteresting content can undermine even the most sophisticated personalisation efforts. To address this, marketing leaders should consider adopting content marketing platforms that streamline workflows, encourage collaboration, and enable efficient campaign execution. By simplifying content creation processes, marketers can dedicate more time to crafting and refining content, resonating better with their audiences.
Embracing the Future: A Roadmap to Personalisation Excellence
In 2023, the path to success lies in embracing modern, data-driven personalisation strategies. By bridging the gap between consumer expectations and the current state of personalisation, brands can forge deeper connections with customers and foster unwavering loyalty. Investing in advanced technologies like web experimentation and prioritizing engaging content creation will be the key to thriving in the digital era. As brands adapt to this evolving landscape, they can seize the immense potential of personalisation to create unique, tailored experiences for their valued customers.
