According to Researchscape for Evergage, reported by eMarketer, 58% of marketers worldwide used real-time personalization, 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.
Personalized Web Messages/content Used by Marketer (% of Respondents) | |
Content Type | % of Respondents |
Pop-ups (messages that appear anywhere on page) | 53% |
Inline content (text or images inserted dynamically within page content) | 53 |
Information bars (messages across top or bottom of page) | 43 |
Callouts (short explanatory messages to call attention to specific items on the page) | 41 |
Inline edits (texts or images that change or replace existing page content) | 27 |
Survey questions (Interactive polls/surveys selectively added/inserted to page content) | 22 |
Source: Evergage/Researchscape, June 2015 |
44% of users said that websites were the main channel for real-time personalization, while just 17% used mobile websites, 13% web apps and 9% mobile apps. And, according to a Wayin study, 57% of US marketers included personalizing digital content based on interactions in their real-time marketing.
The study found that real-time personalization had big payoffs across the board, and the biggest involved customers. Nearly three-quarters cited increased visitor engagement as a main benefit from real-time personalization, and 54% also said it improved the customer experience. On the dollar side, users reported increased conversion rates, lead generation and ecommerce revenues.
Leading Benefits From Using Real Time Personalization (% of Respondents) | |
Benefit | % of Respondents |
Increase visitor engagement | 73% |
Improve customer experience | 54 |
Increase conversion rates | 53 |
Increase lead generation/customer acquisition | 45 |
Increase ecommerce revenues | 34 |
Increase customer lifetime value/loyalty | 28 |
Improve brand perception | 26 |
Source: Evergage/Researchscape, June 2015 |
The study found that pop-ups and inline content were the most-used types of web messages and content used for real-time personalization by content marketers. 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, says the report.
Marketers were most likely to segment visitors and users for real-time personalization purposes based on:
Positive real-time marketing return on investment is boosting spending, and the report shows that respondents using real-time personalization had indeed seen good results. Fully 37% saw a 1% to 10% improvement in conversions due to such efforts, and 39% had seen a lift between 11% and 30%. It makes sense, then, that nearly 50% of respondents intended to increase their personalization budget this year.
Improvement/Lift in Conversion From Real Time Personalization (% of Respondents) | |
Conversion Change | % of Respondents |
Negative (<0%) | 3% |
None (0) | 11 |
1-10% | 37 |
11-20 | 18 |
21-30 | 21 |
31-50 | 4 |
51-75 | 3 |
76-100 | 3 |
Source: Evergage/Researchscape, June 2015 |
For more information about this study, please visit eMarketer here.