B2B Articles - May 28, 2015
Marketing personalization is becoming increasingly important for companies of all sizes, in all industries. Not only does it increase conversion rates with key audiences, it also allows companies to deliver the relevant and helpful user experience today’s consumers and B2B buyers expect.
To that end, we’ve collected a few statistics that demonstrate the importance of website personalization – and the substantial growth opportunities it presents in 2015.
57% of consumers are okay with providing personal information on a website as long as it’s for their benefit and being used in responsible ways. – Janrain
62% of adults under 34 are willing to share their location for more relevant content. – NinthDecimal
The takeaway: Don’t be afraid to ask visitors for information. Consumers want a custom experience, and they’re willing to help you deliver by providing their personal information.
77% of consumers would trust businesses more if they explained how they are using personal information to improve their online experience. – Janrain
Be transparent. Tell visitors how your company will use their information to ensure an optimal user experience.
74% of online consumers get frustrated when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests. – Janrain & Harris Interactive
Personalized emails improve click-through rates by an average of 14% and conversion rates by 10%. – Aberdeen
The top reasons for US email users to unsubscribe from a business or nonprofit email subscription are too many emails (69%) and content that is no longer relevant (56%). – ChadwickMartinBaily
Personalizing your emails is an excellent way to stand out in your audience’s inboxes, drive conversions, and retain subscribers.
As shown in the chart below, when compared to general ads, consumers view personalized ads as more engaging, memorable and relevant:
In 2015, your competitors are investing time, resources, and money in personalized marketing content:
78% of CMOs think custom content is the future of marketing. – Demand Metric
66% of marketers reported that enhanced targeting & personalization were top benefits of marketing automation. – State of Marketing Automation 2014
Among best-in-class B2B content marketers, 71% tailor content to the profile of the decision maker. – The Content Marketing Institute
The positive results and ROI companies are experiencing with marketing personalization:
Personalized calls-to-action result in a 42% higher conversion rate than calls-to-action that are the same for all visitors. – HubSpot
40% of consumers buy more from retailers who personalize the shopping experience across channels. – MyBuys
Leads who are nurtured with targeted content produce a 20% increase in sales opportunities. – DemandGen
In a study of 650 multi-channel marketing campaigns, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients. – MindFire
Businesses currently personalizing web experiences are seeing an increase in sales of 19% on average. – Monetate/Econsultancy
As depicted in the chart before, 1 in 3 marketers report a “major uplift” in search engine marketing conversion rates since implementing personalization:
Further reading: Statistics on Digital Marketing Opportunities
SalesForce Pardot, 5 Personalization Stats That Will Change Your Marketing Strategy, https://www.slideshare.net/pardot/5-personalization-stats-that-will-change-your-marketing-strategy-36352150
Janrain, 2013 Online Personal Experience, https://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/
Demand Metric, A Guide to Marketing Genius: Content Marketing, https://www.demandmetric.com/content/content-marketing-infographic
Aberdeen Group, Email Marketing: Get Personal With Your Customers, https://www.aberdeen.com/research/4904/ra-email-marketing/content.aspx
Chadwick Martin Bailey, 10 Facts About How and Why Consumers Like and Subscribe, https://blog.cmbinfo.com/10-facts-about-how-and-why-consumers-like-and-subscribe/Default.aspx
HubSpot, Stop Being Rude: 22 Data-Backed Reasons to Personalize Your Marketing, https://blog.hubspot.com/marketing/data-personalize-marketing-li
Demand Gen, Case Study | Concur, https://www.demandgen.com/pdf/CS_Concur.pdf
McKinsey & Company, A New Way to Measure Word-of-Mouth Marketing, https://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_marketing
MindFireInc, The Response Rates of Personalized Cross-Media Marketing Campaigns, https://www.slideshare.net/MarketPathAC/the-response-rates-of-personalized-crossmedia-marketing-campaigns
Monetate, The Realities of Online Personalization, https://info.monetate.com/CROnlinePersonalisationUS_Research.html?utm_source=M-W-Blog&utm_campaign=R-Personlisation
MyBuys, Etailing Group Consumer Survey Reveals Consumer-Centric Marketing Drives Buyer Readiness and Purchases, https://www.mybuys.com/press-release/mybuys-etailing-group-consumer-survey-reveals-customer-centric-marketing-drives-buyer-readiness-purchases/
Content Marketing Institute, B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America, https://contentmarketinginstitute.com/wp-content/uploads/2012/11/b2cresearch2013cmi-121113201300-phpapp02.pdf
Marketing Charts, Consumer Attitudes to Personalization, https://www.marketingcharts.com/online/consumers-say-they-find-personalized-ads-more-engaging-and-memorable-43005/attachment/yahoo-attitudes-personalized-ads-june2014/
Marketing Charts, 1 in 3 Marketers Report Major Uplift in SEM Conversion Rates from Personalization, https://www.marketingcharts.com/online/1-in-3-marketers-report-major-uplift-in-sem-conversion-rates-from-personalization-48745/
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