Personalized Marketing Brings Rewards and Challenges

emarketer reporting:  

Difficulties in managing data hinder more personalized efforts

Personalized marketing campaigns demand a lot of work. Marketers must have a database sliced and diced in relevant ways and come up with the right creative for each group. But the payoff can be big, with personalized campaigns outperforming mass-market ones.
March 2011 research from web content management provider EPiServer found that a third of US marketers considered personalized campaigns to be “highly effective and measurable,” with another 14% reporting a better response rate than mass campaigns.


But the vast majority (64%) offered no personalized content on their company website. A major reason marketers gave for the avoidance of personalized marketing was a lack of useful tools for implementing it.
The survey found more than two-thirds of US marketers planned to use personalization in their campaigns within the next 6 to 12 months, though.http://www.emarketer.com/Article.aspx?R=1008417