Marketers Struggle to Meet UK Consumer Expectations for Personalisation
A recent report from SAP Emarsys has shed light on a concerning trend in the world of marketing: a significant gap exists between what UK consumers expect in terms of personalisation and what marketers are currently delivering. The report found that only 44% of UK marketers believe that their consumer campaigns are truly personalised, indicating a clear discrepancy between consumer expectations and the current state of personalisation efforts.
Personalisation has become a critical aspect of marketing in today’s digital landscape. With the rise of e-commerce and the abundance of data available to marketers, consumers have come to expect tailored experiences that cater to their individual needs and preferences. From targeted email campaigns to customised product recommendations, personalisation plays a key role in engaging customers and driving conversions.
However, the reality is that many marketers are struggling to keep up with these expectations. Despite the wealth of data at their disposal, only a minority of UK marketers feel confident in their ability to deliver truly personalised campaigns. This gap between consumer expectations and marketer capabilities is a cause for concern, as it has the potential to impact customer satisfaction, loyalty, and ultimately, the bottom line.
So, what can marketers do to bridge this gap and meet the personalisation demands of today’s consumers? One key strategy is to leverage data more effectively. By harnessing the power of customer data, marketers can gain valuable insights into consumer behavior, preferences, and purchasing habits. This, in turn, allows them to create more targeted and relevant campaigns that resonate with their target audience.
Another important tactic is to invest in technology that enables advanced personalisation capabilities. From AI-powered algorithms that deliver real-time product recommendations to dynamic content tools that customise website experiences based on user behavior, there are a variety of technologies available to help marketers enhance their personalisation efforts.
Furthermore, marketers should strive to create a seamless omnichannel experience for their customers. By ensuring that personalisation is consistent across all touchpoints – from the website to social media to email – marketers can provide a cohesive and engaging experience that keeps customers coming back for more.
In conclusion, the gap between consumer expectations and marketer capabilities when it comes to personalisation is a pressing issue that needs to be addressed. By leveraging data, investing in technology, and creating a seamless omnichannel experience, marketers can bridge this gap and deliver the tailored experiences that today’s consumers demand.
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