Brands Struggle to Deliver Personalised Experiences [April 10, 2017]
By Jonathan Davies
Despite the hype around ‘personalisation’ as a marketing trend, as many as 89% of brands report they can’t deliver personalised digital experiences, research by Acquia has found.
The research shows that attempts to deliver effective personalised experiences are being hampered because brands are struggling to get the basics right from both a technical and cultural point of view. For example, brands are struggling with a lack of insight into the preferences or identities of visitors (48%), lack of budget for the necessary technology (45%), lack of board buy-in (34%) and lack of content (33%).
These are the findings from the digital experience company Acquia’s new report, Beyond the Hype, which uncovers a huge divide between digital strategies and brands’ abilities to execute them.