‘Nine out of 10 marketers lack confidence in personalisation’

Nine out of 10 (88%) of marketers lack confidence in personalisation use and believe that their brand is behind rivals, according to a new report.


Digital marketing agency Greenlight’s latest brand personalisation index, which surveyed 100 senior marketers, found that marketers are most advanced in their use of personalisation on websites and email with over half (54%) using these two channels. More than a third of marketers (36%) are using location insights to tailor campaigns.

However, only a quarter (24%) are currently personalising on mobile devices or in apps.

The report claims that marketers are losing confidence in adding personalisation features due to a backdrop of high-profile cyber attacks on the likes of Ashley Madison, as well as potential changes to EU-wide data privacy laws altering the way brands can use personal information.

Andreas Pouros, co-founder of Greenlight, says brands must continue to innovate rather than feed into fear.

“A commitment to continue marketing innovation but also a reassurance on data privacy is the most sustainable reaction to these data hacks,” he says.

“If marketers are to work towards the Holy Grail of true personalisation then they cannot give up on getting a closer customer view. This requires greater access to consumer data, which although a big risk in a climate of consumer anxiety is a reasonable one if there is a clear value exchange.”

The Greenlight research follows a report by The Economist Intelligence Unit and SAP.

Utilising marketing executives around the globe it found that marketers must avoid intrusive ads and instead use customer data to offer products and services that are more valuable to customers.

“It is vital that companies do not use contextual information and personalisation in ways that make their customers feel like they are under surveillance,” says Pete Swabey, editor of the report.

“Instead, they should use it as a listening tool that helps them offer more value to customers. This will not only encourage customers to give companies access to information about their current context, but also will help those companies make more profitable use of that information.”

The issue of personalisation will be a prominent topic at this year’s Festival of Marketing. For more information go to www.festivalofmarketing.com.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here