It is the shoemakers who are the worst shod. According to the results of a survey conducted by Ascend2, only 25% of marketers say they have all the data to properly personalize their advertising campaigns. And of those surveyed, only 19% say they are confident they have the right tools and technology to do their job.
Overall, the data available to marketers today is not all bad, with 49% saying they are “somewhat” satisfied with it. However, this is not optimal for optimizing communication. In fact, 26% of the 355 specialists surveyed expressed their disagreement by declaring that they did not benefit from the right data to improve their marketing personalization.
We can do better! Digital transformation has been on everyone’s lips for years, yet it is far from done on the marketing side. The problem does not come from the technologies and tools available, because these exist, but from the people in charge. You can have the most beautiful CRM, if you don’t extract the right data, the result will be limited.
According to Ascend2 analyses, several phenomena can explain this discrepancy. First there is the human. In the field, all it takes is for sales departments to hesitate to share data, believing that it is not essential, and the impact is drastic. But, there is also sometimes too much innovation and the professionals are overwhelmed. However effective it may be, one tool drives out the other without the marketers really having the time to appropriate it and exploit it to the full. Not to mention the small interoperability concerns related to the acquisition of ever more numerous solutions!
All is not lost and things are progressing. 60% of respondents believe that their technologies allow some effective personalization of their marketing; against 26% who claim the opposite. With rising budgets between 2022 and 2023, we can only hope for an improvement in conditions on this subject.