Personalisation is set to be a key growth driver in marketing in 2020, but a new study by Gartner says that marketers are becoming more frustrated with ROI and data issues inherent to the practice.
More than a quarter of marketers believe that data can transform personalisation efforts, but at the same time, the use of data is becoming more challenging due to consumer trust problems and tracking barriers erected by major tech companies.
While personalisation is viewed in the industry as an essential part of the marketing process, Gartner’s latest research found that a majority of marketers may look to abandon these efforts entirely due to a lack of ROI and the scale of keeping on top of big data assets.
The takeaway was disputed by Prime Group owner Jon Tolley, who does not expect personalisation to slow down in any form during the next few years.
He added: “[Personalisation is] definitely not going to be abandoned, but it will become more standard. I think it will be more mainstream and accepted than currently.”
TheMagicTouch executive Jim Nicol also doesn’t see personalisation going away because of how prevalent it has become, not only in the marketing industry but also the wider business world.
PHD Marketing & Strategy managing director Jo Stephenson admits that personalisation can increase complexities and associated costs and urged brands to manage the issues carefully to get the most out of the practice next year.
She also believes that personalisation empowers brands of all sizes to be “more relevant than ever” during the buying cycle.