Study says 80% of marketers will abandon personalisation efforts by 2025

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 10, 2019, 5:12 PM UTC

Gartner predicts artificial emotional intelligence (AEI) technologies will impact users’ reactions to products and services.

According to Gartner, 80% of marketers will abandon personalisation efforts due to the lack of ROI and the risks associated with customer data management. Moreover, personalisation now comprises only 14% of the marketing budget, while more than one in four marketers cites technology as a key obstacle to personalisation.

The report also predicts that by 2023, the budget for influencer marketing “will decrease by a third”. However, AEI technologies driven by computer vision and sensors are forecasted to have a wider impact on users' reactions toward products and services.

Gartner’s Research VP Jennifer Polk said that personalisation needs to be redefined away from “one-to-one marketing.” Further, focusing on segment-based personalisation instead of one-to-one can help marketers realistically address the issues of measurability and scalability.

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