July 6, 2015

eMarketer

Real-Time Personalization Affects the Bottom Line

Lift in conversions leads to more real-time personalization spending

Marketers are responding to consumer demand for personalization through real-time efforts. April 2015 polling by Researchscape for Evergage found that 58% of marketers worldwide used real-time personalization—defined as data-driven personalization completed in less than 1 second. Among the 42% not using it, nearly eight in 10 intended to do so within the next year.

Websites were the main channel for real-time personalization, cited by 44% of users. In comparison, just 17% used mobile websites, 13% web apps and 9% mobile apps. In a March 2015 Wayin study, 57% of US marketers included personalizing digital content based on interactions in their real-time marketing. Evergage took a look at what content marketers personalized and found that pop-ups and inline content were the most-used types of web messages and content used for real-time personalization. Information bars on the top or bottom of a page as well as callouts pointing to various page content were each cited by more than four in 10, while inline edits and survey questions were used by around a quarter each. 

See more at: http://www.emarketer.com/Article/Real-Time-Personalization-Affects-Bottom-Line/1012689#sthash.2uPudtDs.dpuf