27% marketers believe data is the “key obstacle” to personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 04, 2019, 12:50 PM UTC

In a post-cookie world, marketers must plan media based on “contextual triggers”.

Gartner’s report predicts that the “lack of ROI and perils of customer data management” will lead 80% of marketers to abandon their personalisation efforts by 2025. The report states that 27% of marketers believe data to be the “key obstacle” to personalisation.

According to Gartner’s Charles Golvin, though there is a drive to find new ways to leverage personal data across the customer journey, marketers’ ambitions have often backfired as consumers disregard brands’ overtures. The decline in “mass personalisation” comes with dwindling trust, increased regulations and tracking barriers.

Gartner recommends building proof of concept with vendors ahead of investing in personalisation tools, while focusing on strategic planning, case development and consent management. Further, it predicts a decrease in influencer marketing budgets by 2023 due to loss of trust.

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