The Core Collaborator team chronicles: February 2020

Discover why Gartner names us a Leader 

Are you finding that your marketing organization is hitting a wall when it comes to executing your brand’s personalization strategy, or what Sitecore describes as, personalization paralysis? You are not alone.

But did you also know that often companies are overestimating their personalization capabilities?

In a recent report we conducted in partnership with the Society of Digital Agencies (SoDA), the “Global Trends in Personalization Study”, 67% of global leaders rate their organization as “Masters” or “Experts” with robust advanced levels of personalization capabilities. At the same time, less than one-third of leaders polled rated their personalization capabilities as “Advanced” in any crucial sales and communication channel (Web, Mobile, Email, Call Center, In-Store Experience, Online Advertising, or Cross-Channel Integration).

So, what’s inhibiting more brands from achieving advanced personalization?

In my previous blog, I explored core areas for benchmarking successful implementation. Here are key areas on how to approach and realign your mindset when you reach a state of personalization paralysis. These key areas will help you get real about progressing your digital experience strategy to success and gain competitive advantage in your industry.

There simply isn’t enough of it! On average, 71% of consumers feel frustrated when their shopping experience is impersonal, and 36% of consumers believe that brands should offer more personalization. So when 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations, why are we still questioning the benefits of brands getting personal?

Personalization is hardly the new kid on the block. We’ve been talking about delivering an individual and tailored experience to customers for many years now. But apparently only half of digital marketers say personalization is a top priority.

If you’re in the half that doesn’t consider this marketing strategy to be an essential part of the customer experience and you’re not using real data to create truly relevant and unique experiences... you’re not just missing a trick, you’re missing the point.