Personalization Problems? Less Than A Quarter of Marketers Feel Personalization Strategy Is "Very Successful" (Report)

If only marketing personalization was as simple as using a smiley-face photo as your profile pic. (We’d all have a LOT MORE to smile about, wouldn’t we?)

A recent survey of marketers is focusing on personalization as it looks ahead to 2023. And of the more than 350 professionals surveyed by Ascend2 in their Trends in Marketing Personalization report, only 22% feel that their personalization strategy is “very successful” in terms of achieving their strategic goals.

Almost three-quarters experienced some success however, “signaling that there is significant opportunity for success but still room for improvement,” according to the report.

An improved customer experience is now the most-common, greatest benefit of a successful personalization strategy, realized by 51% of respondents for 2023 as opposed to just 43% in 2022.

In other findings, only 25% feel strongly that they have access to all the data necessary to improve marketing personalization.

“Data silos and reduced access to the customer data needed to improve personalization can be a major detriment to success,” the report says.