Marketers remain stuck on the basics when it comes to personalization, and recent research reaffirms that notion that it’s still early days for such efforts, with plenty of room for growth in effectiveness and targeting, for example.
A June 2015 study by VB Insight found that email was the most popular digital channel used for personalization. Among marketers worldwide, 80% said they used email to deliver personalized content. Second-place social media trailed in a distant second, at 42%. No other channel broke 40%: website landing pages (37%), homepages (36%) and content such as articles and blog posts (31%) rounded out the top five.
Respondents were most likely to rely on on-site activity such as downloads and pages viewed for personalized efforts, with 43% citing this as a type of historical customer data used for personalization, while search activity, social activity, and communication activity were each used by around four in 10. Read the rest at eMarketer.