‘It needs to be like Goldilocks’: Brands on the personalisation ‘balancing act’
While 100% of marketers claim to be personalising their marketing materials, 88% admit personalisation can feel intrusive, according to new DMA research.
The use of customer data to create highly targeted and personalised experiences is now the norm.
With 100% of marketers claiming to use personalisation in their marketing materials, according to the Data & Marketing Association’s (DMA) ‘Customer Engagement Future Trends’ report, the challenge is no longer adoption – it’s execution.
Some 88% of marketers admit personalisation can often or sometimes feel intrusive, depending on how customer data is used, while 60% of consumers feel it has become too invasive.
