Jeffrey Fermin
Jeffrey Fermin 24 December 2019

Infographic: What the Future of Marketing Personalisation Looks Like

Written content was being replaced by audio and video content; and video ads are replacing image-based ads, due to their high-engagement rates. What comes next? The personalisation of content. Video content can be personalised for every part of the marketing funnel, from acquisition to sales to check-ins. Video personalisation is here to stay, and here are stats that show how it's improving the digital marketing landscape. 

Consumers Want You to Anticipate Their Needs

According to Salesforce, people have come to expect personalisation that anticipates their needs and gives relevant offerings.

By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact.

It's worth noting that we're getting ready to help businesses out with our spreadsheet-to-video, that is able to get all of a users' behavioural data to send out personalised videos that best match their wants and needs.  

More Likely to Buy When Messaging is Personalised

If a customer is getting a personalised experience from the get-go, they are more likely to buy at first interaction.

80% of shoppers are more likely to buy from a company that offers personalised experiences.

More importantly, if you upsell or offer more relevant offerings, consumers will buy again.

Personalised Emails Message Has a Strong ROI

Put simply, personalised emails have higher transaction rates. Try setting up a sequenced email marketing automation strategy that will drive people back to your offerings.

Personalised emails deliver 6x higher transaction rates.

It should also be noted that (with a good email marketing strategy) for every dollar spent on email marketing, there's a return of $44.

Consumers Would Actually Like More Individualised Messages

The fact of the matter is that people actually want to receive messaging that is tailored to them. So much so that some even want even more personalisation from companies.

36% of consumers believe that brands should offer more personalisation in their marketing.

No Relevant Suggestions? Consumers Will Go To Amazon

If you have an ecommerce site or online store and want more business, it's best to find ways to offer suggestions that will follow users across the web.

47% of consumers will go to Amazon if the brand they’re shopping with doesn’t provide relevant product suggestions.

If you need some more pointers on getting your ecommerce store up and out there some more, read the following post to get some tips and tricks about increasing the sales volume for your store:

Poor Execution Will Stunt Your Personalised Marketing Growth

When setting up your personalised marketing initiative it's best to be mindful of the execution. If not done right, your customer will drop off.

63% of consumers stop purchasing products and services from companies who provide poorly executed personalisation.

Make sure to run tests and measure everything in a marketing automation tool.

Increase Purchase Intent

Aside from having ads, videos, and emails for your prospective and current buyers, you can look at utilising different forms of online media that speak to your audience.

78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.

Being that we have one of the most flexible video solutions out in the market, it's best to invest in video to complement your current marketing strategy, along with your personalisation strategy. Here's a post that goes a bit more in-depth:

Some Consumers Only Buy From Brands With Personalised Marketing Messaging

This past year alone, nearly three-quarters of all consumers admitted to only dealing with companies and brands that had personalised messaging.

72% of consumers in 2019 only engage with marketing messages that are customized to their specific interests.

If you're looking for different ways to ramp up video promotion and start using personalised videos as a part of your overall marketing strategy, check this post out:

On Top of That, Customers Went As Far To Say They Get Frustrated When Content Isn't Personalised

So consumers are less likely to purchase from brands that aren't using one-to-one marketing tactics, and will actually go as far as to say that they get frustrated by not getting an "experience" from the brand.

74% of customers feel frustrated when website content is not personalised.

Retail Is Investing In Personalisation More Than Any Other Industry

Though the news says a lot of major retailers and department stores aren't doing too well, is that their stores are closing down at an alarming rate; they're actually going through a digital transformation.

79% of digital marketers in retail are investing in personalisation tools, more than any other industry.

Whether it's a massive retailer or a boutique, the focus has gone from having an in-store experience to now having an integrated marketing approach that intertwines the store experience with the digital.  Some are succeeding and, unfortunately, have been slow to adapt.

Marketers Are Already Seeing The Benefits

The marketers that have adopted personalised video marketing have seen a massive improvement in things like ad spend, user acquisition, and revenue.

88% of U.S. marketers reported seeing measurable improvements due to personalisation.

When you start your marketing personalisation strategy, be sure to send key performance indicators that'll allow you to track and measure your personalisation strategy.

Test Out Personalising Your Emails

Simply adding someone's name to a subject line will improve email click rates. When an email is personalised to individuals' preferences, the open rates and sales tend to improve.

82% of marketers have reported an increase in open rates through email personalisation.

Promo Marketing Emails Lead to More Opens

Video promotions naturally perform well. Though the videos aren't always embedded in the emails, it still gets a better reaction from the end-user, because it gives them something to engage with.

Brands that personalise promotional marketing emails earn 11% higher open rates than those that don’t personalise.

Use different tactics to personalise your emails and engage your users even further. Remember, having an individualised email is one thing, but having a high-converting email is another.

Bump Up Sales With a Fully Integrated Experience

Creating an end-to-end "experience" is nuanced and needs some time planning, but when done right, you can see a significant bump in sales.

In-house marketers who are personalising their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.

In-house marketing teams are not only improving and optimising their overall marketing strategy but making sure that every aspect of the funnel can be tweaked up to the individual needs a whole team (including sales and customer success) to have buy-in and find ways get the buyer through the finish line.

Creates A Positive Experience

Marketing is now about evoking emotion and getting consumers to buy into an idea. A company's mission and goals are now just as important as the products they offer.

87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.

When brands have content that is relevant to a person's interests, they're more likely to follow the company throughout the internet and purchase from them.

Improves Word-of-Mouth & Referrals

Aside from having a significant uptick in sales from an individual buyer, personalisation will improve the odds of a consumer promoting your brand and company.

77% of consumers have chosen, recommended, or paid more for a brand that provides a personalised service or experience.

If you're a software as a service, it is best to also track things like a Net Promoter Score or NPS Score, which will allow you to see what customers want to see from your company and product. You'll have enough quantitative and qualitative data to make decisions.

Any Personalised Experience Bumps Sales Up

So far, businesses are all seeing a significant bump after instituting personalisation tactics. Being that it's a relatively new form of marketing, this data is coming from true, early adopters.

Marketers see an average increase of 20% in sales when using personalised experiences.

However, the fact that the average increase in sales was about 20% it's proven to be successful — and now is the time to invest, considering that it's not commonplace.

No Relevancy. No Opens.

When sending out emails or any other method of using personalised content, people will not click through or respond to a marketing campaign unless it's tailored to their interests.

Lack of content relevancy generates 83% lower response rates in the average marketing campaign.

So, when starting up your personalised content strategy, it's best to think and about the end-viewer or reader — if you use Raw Shorts, you'll be able to create videos tailored to the audience —  and make sure that they are relevant to the demographic.

Real-Time Personalisation Is Crucial

Real-time personalisation is able to automatically deliver tailored content to individuals that are visiting a site. Perhaps you've visited once and looked through different filtred catalogues — that kind of data can be used to deliver the right offer for you then and there.

60% of marketers struggle to personalise content in real-time, yet 77% believe real-time personalisation is crucial.

The real beauty of real-time marketing is that you don't need consumers to go through all the different top-of-funnel communications to find out what they really want. It'll inform them right then and there.

Millennials Want Retailers to Target Them

The most-hated demographic (millennials) are infamous for "killing off" traditional services, brands, and items — thanks to crippling debt and horrible living situations.

But if there's one thing that millennials love, is getting a great experience when they buy things.

70% of millennials are willing to let retailers track their browsing and shopping behaviors in exchange for a better shopping experience.

Contrary to popular opinion: millennials are more likely to give brands their data so that they can get more relevant product suggestions. It's best to get this demographic with a strong personalisation strategy to keep them around for a long time.

Personalisation Is a Top Priority

Nearly half of marketers out in the U.S. say creating that one-to-one experience with their customers is the primary focus this upcoming year.

51% of digital marketers say that personalisation is their number one priority.

Obviously, there's been a ton of researching backing the use of personalisation, and progressive marketers want to be able to continue fueling their marketing engine with the latest and greatest technology to close deals. Now is the time to start investing in personalisation.

Reach Consumers at The Right Time In The Right Place

Sometimes, it's just a matter of offering the right thing at the right time. This is the real beauty of having situational data ready to use.

81% of consumers want brands to get to know them and understand when to approach them and when not to.

Situational data is the bedrock of a personalisation strategy — this type of data will allow you to see all of your customers' behavior and enable you to get crafty with your data to send the right thing at the right time.


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