In the list of always-repeated keywords to talk about the challenges and rising elements in digital marketing, personalization is one of the most commonly present. Marketers have learned that messages must be personalized and that they need to be tailored to the needs, expectations and buying patterns of consumers. Everything else can fall into the realm of the uninteresting and directly spam.
However, as important as personalization is, marketers still have problems with it. They have had them for years now. Thus, there is the question of when the border is crossed between what is excessive and what is not or what is too invasive and what is not, but also how to face it and how to work with it. Marketers have quite a few problems with personalization to begin with, as a Gartner study on the challenges of digital marketing just confirmed .
Despite being a prominent element in the business strategy and despite the fact that it has become one of those elements always referred to as those that change the relationship with consumers, 63% of digital marketing leaders are still stuck her. According to Gartner data, personalization continues to be a problem for a majority of marketers.
Thus, 23% of the surveyed digital marketers recognize, among a much broader list of problems, that it is difficult for them to offer personalized experiences to consumers and 22% that it is difficult for them to map digital marketing messages to adapt them to preferences in consumer channel terms.
The percentages are not overwhelmingly high, true, but they are among the ones that have grown the most since Gartner analyzed the same reality in 2019. Their respective percentages in 2019 were 15% and 16%. That is, the challenges of personalization and the stumbling blocks of marketers in it have been entrenched.
For the industry it is a major problem because the weight of customization is high. “A comprehensive personalization strategy and a roadmap can be decisive factors in the results marketers achieve,” says Noal Elkin, an analyst at Gartner, adding that “many marketing organizations still lack an effective personalization strategy.” The lack is even greater when what you are looking for is that you have one that a consumer objectives with the desired business.
Why is it failing and what should they be doing
“They should focus on meeting long-standing challenges in personalization by targeting their existing collection and the use of their consumer data toward consumer needs that align with business objectives,” recommends the analyst. That is, marketers should be aware of what they have and how they can use it to meet consumer needs and expectations. At the same time, Gartner has identified where the essence of the problem lies. Why are marketers failing to do the necessary work on personalization, and why are they failing in their efforts in this area? Part of the key is how they use technology.
As they explain from the analysis firm, part of the problem is that marketing leaders are not applying their latest technological tools to solve the needs and problems of personalization. They should rely on artificial intelligence and machine learning to improve their customer acquisition and retention goals. Only 17% of digital marketers have incorporated the use of these tools.