Where Do You Stand with Cross-Channel Maturity?

In a study conducted for Evergage, a Salesforce company, we surveyed 326 marketing professionals across a range of locations and industries, about their thoughts on personalization in marketing. The study revealed that an overwhelming 99% of respondents agree that personalization helps with progressing consumer relationships, and 92% believe that their consumers expect this personalization in marketing. Of particular note, the majority of those surveyed said that email remains their preferred method of personalizing a consumer’s experience.

The article also highlights some surprising statistics in the current amount of businesses using personalization “We found that nearly half of organizations (47%) say they have “just a few” of their brand’s channels connected (down from 53% last year). On top of that, 23% don’t have any of their channels connected – precluding the delivery of personalized experiences from one touchpoint to the next, and preventing customers from picking up where they left off.

Read the full article on Business 2 Community.

Author Notes:

Jeffrey Henning

Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.