Big increase in customer personalisation budgets: Capability lagging though

In partnership with  Sitecore®, the global leader in digital experience management software, SoDA has released The SoDA Report On… Global Trends in personalisation, highlighting challenges, and opportunities for global business leaders in digital experience personalisation.

The SoDA Report On is a white-paper series spun from the larger annual trend publication, The SoDA Report, used by today’s top agencies and brands to understand the dynamics impacting the future of marketing.

In this latest report, SoDA and Sitecore explore the evolution of digital personalisation and examine the strategies and tools required to produce the most effective consumer experience. The findings revealed that 83% of marketing leaders and C-level executives increased their investments in personalisation efforts for 2019 with 32% pointing to a ‘significant budget increase’ this year.

When deployed effectively, personalisation enhances customers’ lives and increases engagement and loyalty by delivering messages that are tuned to and even anticipate what customers really want. However, while marketing leaders and C-level executives clearly recognise the importance of personalisation, the majority appear to overestimate their current capabilities. When it comes to digital experience personalisation, 67% of global leaders rate their organisations as ‘Masters’ or ‘Experts’ with robust and advanced levels of personalisation capabilities. However, while rating themselves highly in terms of organisational maturity, less than 40% are currently utilising even the most basic targeting criteria for personalisation.

“There’s no doubt that digital experience personalisation is a growing priority for marketing leaders and C-level executives across the globe,” says Tom Beck, Executive Director at SoDA. “While our data shows increased spending to improve capabilities, the majority of organisations still point to constrained budgets, limitations with their technology platform, and challenges with their data as some of the biggest barriers hindering their progress. It’s also worth noting that more than half of all organisations lack an adequate strategic roadmap and investment plan for their personalisation capabilities.”

“There’s nothing scarier for me as a marketer than the idea that personalisation budgets are increasing, but marketers are overestimating their current capabilities and underestimating what it takes to truly master personalisation,” said Paige O’Neill, chief marketing officer at Sitecore. “Despite the fact that over a third of marketers see digital experience as a major competitive advantage, most are struggling to leverage crucial personalisation techniques, from basic targeting to AI capabilities. Without building a solid internal architecture and tapping external resources like Sitecore’s leading platform, opportunities, and, ultimately, return on the investments will be lost.”

The findings of the research highlight this and other key issues that both agency leaders and brand marketers face, while delivering valuable insight into the current state, as well as future trends, of digital personalisation. In addition to the in-depth research component and summation, the Report includes original articles providing crucial guidance on overcoming personalisation barriers by industry leaders from Microsoft, Perficient Digital, Dept, Deepend, Sitecore, and more. Finally, the report also provides readers a deep-dive into investment priorities, content production, data practices, and budget allocation.

Notably, the research also found that the focus on personalisation is universal: the importance of digital experience personalisation and plans for increased investments varied little across geographic regions, leadership roles, and size of digital budget, indicating that personalisation is a consistent, global priority.