Four in ten marketing leaders believe that artificial intelligence (AI) is enabling them to improve personalisation and deliver digital content and experiences that have a direct impact on improving sales, profits and engagement.
The “Clear Path to Personalization” study published by Arm Treasure Data and Forbes this week shows that brands are finally getting to grips with cutting-edge tech. However, they are still a year or two away from fully maximising its potential. More than half of the 200 marketing execs surveyed said that they will look to advance the use of personalisation into early 2020.
Personalisation can increase the effectiveness of content marketing campaigns as it empowers brands to serve up better tailored and targeted materials for end users. The benefits go beyond content though and can actually lead to a notable uptick in sales and benefits for the wider business.
41% of marketers say that personalisation is now a priority, but three quarters still only spend 10% or less of their budgets on the practice. The study found that there will be a concerted effort on the part of marketers to ensure that they can get up to speed in this area in 2019 as they aim to deliver better value.
In terms of maximising the potential of AI, marketers admit that a lack of data could be an issue during the next 12 months. Another concern is the presence of silos, which makes it harder for departments to collaborate and adopt new tech at scale. This is part of the reason why 46% admit to not yet being the best place for delivering on the benefits of personalisation.
