Personalized engagement with consumers, the aim for marketing industry

Advertising, Digital & Media, Marketing, Media

Marketeers continue moving from mass communication to personalized engagement with consumers, social media gaining more and more momentum and allowing consumers to hold much more control over their interactions with brands

More than half of the respondents of an Alterian study predict an increase in overall marketing budget, and approximately three quarters expect their social media expenditure to increase this year.

On the other hand, only 11% of the respondents reported tailoring each visitor an experience on their website,while 34% say it mainly serves as a corporate brochure.

Meanwhile, email personalization is slightlymore advanced, with 43% using some form of segmentation to deliver marketing messages, while only 13% deliver emails based on preferences at the individual customer level.