When and how do marketing pros think they’ll roll out personalization?

18 May 2016 | By Adam Walhout

 

 

During a recent webinar, we asked a global audience of publishers and digital marketing pros for their feedback on when and how they’re planning to apply personalization as a way to drive increased user engagement.  They told us that 2016 will be the year they move from talking about personalization to actually implementing it, and gave us some insights on how they’re planning to roll out personalization in their companies.  

 

2016 will be the year of personalization

Throughout 2015, we’ve had lots of conversations with companies in research mode when it comes to personalization — they’re pretty sure that personalization is for them, but they’re trying to understand exactly how it can have an impact on their business.  In the last 3 months or so, we’ve seen that companies are moving from conversation to action, and are scheduling personalization projects into their plans for 2016.

As expected, around half of the audience has plans to implement a personalization solution within the next 12 months, and while there’s a lot of buzz around personalization right now, only a few have a solution already in place.

 

 Don’t bite off more than you can chew

Personalization is a broad technology with many different potential use cases.  In our experience working with lots of clients on their personalization projects, we see that the most successful ones identify 1-2 user experiences where the impact on their business can be clearly measured and build a clear ROI case for those.  Starting small means they can measure the results, optimize and expand from there.

Personalizing the homepage came out on top, and this is a fantastic place to start.  Optimizing the performance of the homepage with personalization has a clear ROI, and it’s something that many people across an organization can get their heads around.

It makes sense that mobile personalization came in at second place, as the very personal nature of a mobile device has made it the focus of lots of personalization buzz for the past couple of years (when’s the last time you shared your mobile phone with someone?).  As mobile monetization is lagging behind the desktop, building a more engaging mobile experience is a great way to make up the gap.