The Power of - Infogroup...Your Customers' Top 5 Personalization Must-Haves: 1. Relevant to my interests 2. ... communications and prefer that brands reach them via email ... most

The Power of Personalization

Leveraging data to better engage your audiences

27%of respondents say

personalized messaging is

“critical”

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: When companies communicate with you and they give you very relevant offers and info that is very

relevant for who you are and your lifestyle, how important is this?

Personalization is Key...

…and Brands Frequently Get it Wrong

93%of consumers report receiving

marketing communications

that are not relevantto them

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: How often do you see email messages or advertising that is not relevant to you?

There are consequences…

44%of consumers are willing to

switch to brands

who better personalize

marketing communications

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: Thinking generally about the types of brands you transact with, would you switch brands/companies if a competitor d id

better job of personalizing their experience to you?

90%of consumers say that messages

from companies that are not

personally relevant are

“annoying”

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: How annoying is it when you see messages from companies to you that are not relevant to you?

53%of consumers say advertising for

an irrelevant product is the

most annoying thing a brand

can do!

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: When companies communicate with you via advertising or email, what are the most

annoying things they could get wrong?

Millennials & PersonalizationMillennials are used to personalization - from targeted Google ads in their email to personalized

feeds on Instagram - personalization is ingrained in their online experience.

6 in 10Millennials want to hear from

advertisers digitally - through

email, social media and

online advertisements68% of

Millennials are

willing to share

personal fitness

tracker data for

lower insurance

premiums40%

of Millennials say the most

important thing a brand can

do is ensure advertisements

are relevant to their interests

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504 *Question: Looking at the below types of communication from brands/companies to you, which are you most receptive to? 64% of millennials want to hear

from advertisers digitally. **Question: What are the most important things a brand/company can do to make sure they communicate with relevance to you? ***Source: Infogroup | The Circus | Health Insurance Landscape Study

Date: October 2018 | Sample: Nationally Representative Sample of Internet Adults 18+ | n=1007

*

**

***

Personalization is Most “Critical” to

Millennials

29%of Millennials say

it is “critical” for commercial messaging

to be relevant to them

% agree that personalization of marketing is “critical”

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: When companies communicate with you and they give you very relevant offers and info that is very relevant for

who you are and your lifestyle, how important is this?

27%

25%

29%

55+

35-55

18-34

We asked consumers how important it is that brand communications provide offers that are relevant to individual identity & lifestyle

Top 5 Personalization

Mistakes Brands Make:

1.Talking about topics I have no interest in

2.Trying to sell me things I already own

3.Misspelling my name

4.Getting my identity/gender wrong

5.Getting my location wrong

SOURCE: INFOGROUP PERSONALIZATION STUDY, n=1,504

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: When companies communicate with you via advertising or email, what are the most

annoying things they could get wrong?

Your Customers' Top 5

Personalization Must-Haves:

1. Relevant to my interests

2. Product details

3. Is a product or brand I already enjoy

4. Tells a good story

5. Makes me laugh

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: What are the most important things a brand/company can do to make sure they

communicate with relevance to you?

The Top 5 Ways Your Customer

Wants You to Communicate:

1. Email

2. Television Ads

3. Online/Social media

4. Print Ads

5. Direct Mail

SOURCE: INFOGROUP PERSONALIZATION STUDY 2019, n=1,504

Question: Looking at the below types of communication from brands/companies to you, which

are you most receptive to?

Personalization is the

Future of Marketing

SOURCE: evergage: 2018 Trends in Personalization Study 72% of marketers use

personalization in their email campaigns

Almost

THREE

QUARTERS of marketers use

personalization in their email

campaigns

Personalization is the

Future of Marketing

More than

9 in 10marketers believe that

personalization advances customer

relationships

SOURCE: evergage: 2018 Trends in Personalization Study 96% of marketers believe

personalization advances consumer relationships

Personalization is the

Future of Marketing

88%

of marketers say they have

seen an increase in business

from personalization

SOURCE: evergage: 2018 Trends in Personalization Study

Key Takeaways• Personalization is key for providing customers with

relevant brand experiences

• Most consumers report seeing irrelevant marketing

“all the time” and they really don’t like it

• Consumers demand relevance in their marketing

communications and prefer that brands reach them

via email

• Quality data drives personalization and most

marketers report applying this for email campaigns

• Relevancy means increased customer engagement

and loyalty

The Power of Personalization

To find out more about infogroup or this study, you can

reach us at: [email protected]