In the relationship era of marketing, brands must address their customers as individuals in order to meet increased expectations for personalization and relevance throughout the customer lifecycle.

Nearly half of consumers are less responsive to mass marketing messages.

Personalization in marketing engenders consumer goodwill: 61% feel more positive about a brand when marketing messages are personalized.

Brands that allow consumers to share their preferences around when and how to be contacted are more trusted than those that do not.

Of this group, 66% are more inclined to purchase from brands that enable them to share these preferences.

53% are more likely to purchase when a brand personalizes digital communications.

Personalized digital communications have an even more positive impact on those between the ages of 18-34, with 65% more likely to purchase.

Consumers value personalization across channels. 67% say it's important for email to be personalized, followed by social media (44%), SMS (40%) and web display ads (36%). Younger consumers (18-34) are more likely to place importance on personalization across channels.

53%

61%

65%

66%

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* Source: Ipsos Observer Survey of 1,000 U.S. adults, representative of the online adult population, fielded from April 17 to April 24, 2013

+67% +40%+44% +36%