Personalisation has a problem: lack of ROI and poor data management. And now, research by Gartner suggests that 80% of marketers will abandon personalisation for these reasons over the next five years.
Almost a third (27%) of marketers believe that data is a core obstacle when it comes to personalisation because there’s no way to collect and integrate consumer data accurately.
Based on the answers from 142 marketing executives, personalisation is fighting an uphill battle against consumer mistrust and tightening regulations.
It currently makes up 14% of marketing budgets, but one in four marketers believe technology is a major roadblock for personalisation.
“Consumers have developed an increasingly jaundiced eye toward marketers’ efforts to embrace them,” said Charles Golvin, senior director analyst in the Gartner for Marketers practice. “Their increasingly cluttered email inboxes and mobile phone notification centers may lead them to ignore even the most carefully personalized and contextualized message. Marketers must really adopt the basics when it comes to test and learn before investing in personalization technology and new tactics.”
At the same time, there’s a growing level of distrust in influencer marketing tactics. And although many believe that influencer marketing will attract some big budgets, Gartner predicts that budgets will decline by a third in 2023 due to consumers losing trust.
Gartner goes even further and forecasts that by 2021 there will have been a class action lawsuit against influencers.