New research conducted by Forrester Consulting on behalf of cognitive content generation platform Persado evaluates how marketers apply intelligence from behavioral and attitudinal data to develop impactful marketing content. Among the results, Forrester found that 40 percent of marketers struggle to make sense of such data for use in content creation, especially when the aim is to resonate on an emotional level with audiences. To overcome this challenge, marketers are turning to content automation.
According to the study, consumers rate brands poorly on the ability to send personalized messaging or offerings, and yet, only 28 percent of marketers surveyed are placing a high priority on making improvements to that area in the next year. Forrester defines personalization as “the ability to present customers with relevant products and offers that accurately reflect their stated and unstated needs.”
Other key findings the study reveals include:
- Up to 89% of marketers surveyed believe they are excellent or very good at using behavioral and attitudinal customer data to create the right content based on insights and emotions across channels.
- Only 15% of consumers are very satisfied with brands’ ability to understand the emotions that will inspire them to interact, transact and communicate with brands.
- Up to 58% of consumers rated brands’ ability to make their offering resonate on an emotional level as poor, regardless of the channel brands use to reach them.
“The survey data confirms consumer demand for more personalized experiences, even as marketers struggle to create emotionally relevant content that consistently performs,” said Alex Vratskides, co-founder and CEO of Persado, in a news release.
In the first quarter of 2016, Forrester surveyed 100 cross-industry marketing professionals at the director level or above in the U.S., U.K., France, Germany and Italy, along with 300 U.S. consumers who go online at least weekly.
Source: Business Wire; edited by Richard Carufel