Gartner expects that, by 2025, 80 percent of marketers who have invested in personalization will abandon their efforts due to lack of ROI, the perils of customer data management or both. In fact, 27 percent of marketers believe data is the key obstacle to personalization — revealing their weaknesses in data collection, integration and protection.
Marketers face other impediments to personalization success including the continuing decline in consumer trust, increased scrutiny by regulators and tracking barriers erected by tech companies. While personalization comprises 14 percent of the marketing budget, more than one in four marketing leaders cite technology as a major hurdle to personalization.
Gartner has a number of recommendations for marketing leaders evaluating their personalization efforts, including leveraging a pilot or proof of concept (POC) with a vendor before investing in a personalization tool, while returning to the basics and test tailored recommendations at the segment level to avoid unnecessary or premature investment in a personalization engine. It also helps grow personalization efforts from a set of tactics or tools to a capability by focusing on strategic planning, use case development and consent management as part of a personalization roadmap.
The effort also helps collaborate with cross-functional teams to align personalization efforts and increase momentum. Sharing control of personalization efforts can lead to shared insight and expand collective impact and ROI.
Other Gartner predictions to help marketers adjust to rapidly evolving customer behaviors and plan accordingly include expectations that by 2023, chief marketing officer (CMO) budget allocation on influencer marketing will decrease by a third as consumers continue to lose trust in brands and entities they don’t personally know; by 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements viewed; by 2022, 25 percent of marketing departments will have a dedicated behavioral scientist or ethnographer as part of their full-time staff; and in 2023, one-third of all brand public relations disasters will result from data ethics failures.
“Personal data has long been the fuel that fires marketing at every stage of the customer journey, and the drive to find new forms of fuel and devise new ways to leverage them seems to be boundless,” said Charles Golvin, senior director analyst in the Gartner for Marketers practice. “However, this quest has failed to meet marketers’ ambitions and, in some cases, has backfired, as consumers both directly and indirectly reject brands’ overtures.”
