In January 2021, we surveyed 194 digital marketers to discover how ad personalization impacts your bottom line, what top-performing marketers do differently, and how to overcome key implementation obstacles.
In this article, we highlight two top findings from our 2021 State of Ad Personalization report.
The more marketers focus on personalization, the more they profit
Companies pursuing 1:1 personalization over traditional segmentation, alongside those with at least 10% of their marketing budget dedicated to personalization initiatives, were most likely to exceed their revenue targets and claimed the highest marketing-spend efficiency. Trailblazers pursuing 1:1 personalization also won brand loyalty as a result of their personalization efforts, which could translate into a higher customer lifetime value. Only 15% of marketers fall into this category, yet they secured the highest average return on investment at 47%.
1:1 personalization is the future, marketers agree
In an open-ended question, we asked marketers about the future of ad personalization. The majority of respondents agreed that 1:1 personalization is what they’re working toward. Empowered by emerging technologies, like automation and machine learning, marketers believe messages and creative will change dynamically based on a person’s attributes to help brands form a deeper connection with their target audiences.
Get more insights from 194 digital marketers
In our 2021 State of Ad Personalization report, we explore how ad personalization impacts your bottom line, what top-performing marketers do differently, and how to overcome key implementation obstacles. Download the report to get actionable insights from 194 marketing leaders.