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The popularity of personalization by marketing channel #ChartofTheDay

By Dave Chaffey 06 Jul, 2016
Essential

Which channels are best for delivering more personalized communications?

Relevance - Relevance - Relevance! should be the mantra of digital marketers since we know that serving more contextual messaging to our prospects and customers will give an improved experience and boost response.

There is certainly no shortage of marketing services to deliver personalization, but it seems from this recent survey from Venturebeat that ability to customise messages to the individual varies a lot by channel.

Channels used for personalisation

It's clear that email is 'streets ahead' in its usage for personalisation although, as the report notes this can vary in sophistication from name personalisation to recommendations based on behaviour. It's surprising that web personalisation is relatively rare, although we can expect it's higher in Ecommerce sectors such as financial services, travel and retail.

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of marketing publisher and learning platform Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. To learn about my books, see my personal site Digital marketing books by Dr. Dave Chaffey. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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