Most marketers believe that personalization of the consumer experience is important, but their attempts at personalized communications might run into disinterested – or worse, annoyed – consumers. According to a new study [PDF] sponsored by Lyris and conducted by the Economist Intelligence Unit (EIU), only 32% of consumers in the US and UK agreed that greater personalization of marketing messages benefits consumers, while 43% disagreed. Moreover, 70% agreed that many of the personalized messages they receive are annoying because the attempts at personalization are superficial.
Part of the problem seems to an over-abundance of personalized messaging. 81% agreed that they receive more marketing messages that include their name than they did 5 years ago. 76% said the same about messages containing customized offers or invitations, and 70% about messages that include personalized content. Read the rest at MarketingCharts.
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