© 2004 Gartner, Inc. One-to-One Communication: Promise vs. Perception Denise Garcia Principal...
-
Upload
philip-caldwell -
Category
Documents
-
view
214 -
download
0
Transcript of © 2004 Gartner, Inc. One-to-One Communication: Promise vs. Perception Denise Garcia Principal...
© 2004 Gartner, Inc.
One-to-One Communication:Promise vs. Perception
Denise GarciaPrincipal 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.”
© 2004 Gartner, Inc.
Advertising/Marketing Critical to Revenue/Sales Growth“Advertising and marketing are critical to meeting our organizations sales and revenue
goals.”
© 2004 Gartner, Inc.
Complaints Aren't Limiting Customization
“Concerns about customer/prospect complaints have slowed our use of personalized marketing.”
© 2004 Gartner, Inc.
BenefitsHIGH POTENTIAL
More efficient use of customer/prospect time44%
Increased customer retention 43%
Overall increases in revenue 43%
Increase average time spent at site by prospects/clients42%
More efficient use of employee time 38%
Increased number of web site visitors 37%
Shortened sales cycle35%
Improved web site registration rate 34%
More efficient use of partner time33%
Reduced costs 26%
Increased margin of average sale25%
© 2004 Gartner, Inc.
2004 PLANS23%
25%
25%
35%
31%
29%
37%
34%
35%
49%
44%
Techniques in UseNOT IN USE
Clickstream data to dynamically change web site content 73%
Collaborative filtering to classify visitors and serve content 72%
Keyword query to change content 67%
Give web site visitors control over content from set preferences 62%
Demographic personalization to tailor online messages 62%
Geographic personalization to tailor online messages 60%
Registration data to change web site content 59%
Geographic personalization to tailor messages in traditional media 54%
Demographic personalization to tailor messages in traditional media 51%
Address customers/prospects by name in electronic communication 38%
Address customers/prospects by name in print communication 32%
© 2004 Gartner, Inc.
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
Denise:
Back and forth
Denise:
Back and forth
© 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
?