While 93% of marketers believe their company is effective at personalized marketing, a measly 63% of device owners think marketers are effective in providing ads they’re interested in, according to new research from Adobe.
Sixty-seven percent of those surveyed want apps personalized to fit their needs, the research found, and people are getting pickier about what they consider personalization, said Ryan Dietzen, senior market insights analyst at Adobe.
"[Consumers] expect marketers to be able to follow them and provide relevant offers even when they switch devices," Dietzen said.
As for consumers' fear of sharing information (which 60% of marketers cite as something that makes personalized marketing difficult), Dietzen said it’s long been established that people are willing to make tradeoffs of information, especially anonymized information, for deals or special offers. In fact, 90% of consumers are comfortable sharing at least one piece of information to improve their experience.
Eighty-four percent of consumers are somewhat or very comfortable sharing their info for a special birthday gift or coupon, Adobe found. And 74% are somewhat or very comfortable sharing info for a personalized site or app experience.
Other highlights from the report:
-- Nine in 10 digital marketers believe personalized marketing will be critical in the next year.
-- Sixty-six percent of device owners get frustrated when content is not synchronized across devices.
-- Self-identified shopaholics want an even more personalized Web and app experience, with 79% of them seeking automatically personalized experiences on the Web.
Adobe surveyed about 300 U.S. digital marketers and about 1,000 U.S. consumers who use at least one digital device. Data was collected Jan. 28 through Feb. 3 by Edelman Intelligence.