Merkle: Marketers are budgeting for personalised messaging

86% of marketers have a defined budget to execute personalised messaging and 82% of marketers have toolsets to prioritise and coordinate personalised experiences across channels.  That’s according to the Q4 2019 Customer Engagement Report from performance marketing agency, Merkle. Additionally, the report shows that 89% of brands have an organisational structure to execute a personalised multi-channel marketing plan.

Despite having the budget, necessary tools, and organisational structure in place, Merkle’s report reveals some critical gaps:

  • Third-party customer demographics were used in the email channel by 70%, in digital media by just 40%, and in site by less than 30%.
  • First-party customer profile and order history data are the most readily available, yet only 35% to 45% of survey participants indicate using this data across channels.
  • 28% report that their brand messaging is based on one-to-one behaviour triggers, revealing tremendous potential for improved results.

Loyalty is also examined within the report, showcasing similar trends to CRM:

  • 81% of marketers reporting having defined loyalty programs.
  • In terms of strategy, 70% of respondents use points-based tactics, while only 35% use surprise-and-delight tactics, which involve unexpectedly rewarding customers with incentives, based on certain behaviours.
  • 14% of respondents use none of these tactics.

Brands need to operate with the most current set of information about their customers and make the path to purchase fast and frictionless. Our survey results this quarter show that, while most marketers have embraced personalisation, they are only using a fraction of available data to drive customer experiences.

Matt Seeley, EVP, technology services, Merkle