Over half (51 percent) of UK consumers feel that the personalized content they receive online is "boring" and "unhelpful."
The statistic stems from a 2023 report by Optimizely, which also found that 70 percent of UK consumers remain frustrated by targeted promotions irrelevant to their interests.
Based on a comprehensive study of 100 UK marketing leaders and 1,000 UK consumers, the Personalized to Personal report reveals that "over half of consumers are more loyal to a brand that takes the time to understand them on a deeper, more personal level."
However, 71 percent of marketers admit that generalizations about their audience and outdated technology still inform their campaigns – pointing to a growing gap between the personalized experiences consumers desire and what brands communicate.
Shafqat Islam, CMO of Optimizely, urges marketers to update their technology to avoid missing out on the strong growth opportunities a data-led personalization strategy provides.
In 2023, delivering truly personalized content is essential to meet individuals’ interests and needs, as well as to foster brand loyalty, but when marketers use outdated technology, it’s nearly impossible for them to meet customers’ expectations regularly.
But technology isn’t the only challenge marketers face. Consumer information is often stuck in silos, making it difficult for marketers to merge data to make it available for personalization.
To overcome this, marketing leaders could consider adopting a content marketing platform where teams can organize workflows, collaborate on assets, and efficiently run campaigns.