Personalization is already of considerable importance to current objectives, but its importance is even more pronounced when it comes to brands’ long-term success, finds a study conducted by Forrester Consulting on behalf of Conversant Media. Some 47% of survey respondents – B2C marketing and customer insights decision-makers with responsibility for digital marketing strategy and/or execution – indicated that personalization is extremely important to their brands’ current objectives, while 63% rated it extremely important to their long-term goals.
The perception that personalization will become only more important over time aligns with a recent Adobe survey, in which US marketers tabbed personalization as their most important future area, topping other buzz-worthy areas such as big data and social. Indeed, interest in personalization is already growing for 92% of the Conversant Media study respondents. Read the rest at MarketingCharts.