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One-to-One Communication: Promise vs. Perception Denise Garcia Principal Analyst, Media & Advertising © 2004 Gartner, Inc. Objectives • Determine future trends regarding mass, targeted and personalized marketing — Competitive advantage or shallow threat? • Phone survey of 212 marketing professionals — iMedia, Wharton, Gartner — Representative U.S. sample: co. size, # of employees, B2B/B2C, marketing budget from <$1 Million to $50 Million +, split between brand or sales focused strategy © 2004 Gartner, Inc. Personalized Marketing Increasing Importance “Personalized marketing initiatives will be important to our organization in the future.” 30% 25% 20% 15% 10% 5% 0% Strongly disagree 2 3 4 S1 5 6 Strongly agree © 2004 Gartner, Inc. Advertising/Marketing Revenue/Sales Advertising/MarketingCritical are Criticalto to Meeting Sales/Revenue Growth Goals “Advertising and marketing are critical to meeting our organizations sales and revenue goals.” 30% 25% 20% 15% 10% 5% 0% Strongly disagree 2 3 4 S1 5 6 Strongly agree © 2004 Gartner, Inc. Complaints Aren't Limiting Customization “Concerns about customer/prospect complaints have slowed our use of personalized marketing.” 25% 20% 15% 10% 5% 0% Strongly disagree 2 3 4 S1 5 6 Strongly © 2004 Gartner, Inc. agree Benefits More efficient use of customer/prospect time HIGH POTENTIAL 44% Increased customer retention 43% Overall increases in revenue 43% Increase average time spent at site by prospects/clients 42% More efficient use of employee time 38% Increased number of web site visitors 37% Shortened sales cycle 35% Improved web site registration rate 34% More efficient use of partner time 33% Reduced costs 26% Increased margin of average sale 25% © 2004 Gartner, Inc. Techniques in Use Clickstream data to dynamically change web site content NOT IN USE 73% 2004 PLANS 23% Collaborative filtering to classify visitors and serve content 72% 25% Keyword query to change content 67% 25% Give web site visitors control over content from set preferences 62% 35% Demographic personalization to tailor online messages 62% 31% Geographic personalization to tailor online messages 60% 29% Registration data to change web site content 59% 37% Geographic personalization to tailor messages in traditional media 54% 34% Demographic personalization to tailor messages in traditional media 51% 35% Address customers/prospects by name in electronic communication 38% 49% Address customers/prospects by name in print communication 32% 44% © 2004 Gartner, Inc. Denise: Back and forth Conclusions • Most organizations realize the value of personalized and targeted marketing going forward • Most companies have yet to utilize true targeted and or personalized marketing • Privacy concerns are not a real issue for companies that value personalized marketing • The majority of organizations understand the strong linkage between marketing and revenues © 2004 Gartner, Inc. Recommendations Advertisers • In the short to medium term focus on targeted marketing rather than personalized marketing • Initiate ROI measures to evaluate various marketing strategies • Use personalization and customization techniques to: — gain competitive edge — differentiate your brand — strengthen customer relationships © 2004 Gartner, Inc. Recommendations CRM and Personalized Marketing Vendors • Realize the minimal understanding in business about personalized and targeted marketing strategies • Be prepared to educate potential customers prior to evaluating sales potential of prospects • Assume that early targeted and personalized marketing efforts will target existing customers © 2004 Gartner, Inc. Questions ? © 2004 Gartner, Inc.
