96% of marketers support personalisation

have more one to one conversations

The beginning of a new year is as good a reason as any to take a look at some of the marketing trends gaining traction. This is the seventh of ten THOUGHTS addressing significant trends that will be important to marketers in 2019. Some have been around for a while, and others are new.

Each of these trends reflects the evolving nature of consumers, the growth in smarter and smarter technology, and the increasing complexity of the markets in which we operate.

A recent study found that 96% of marketers believe that personalisation in marketing enhances customer relationships. Personalisation has been a significant trend for some years, and it is set to become even more critical in 2019 as technology advances, and its efficacy is recognised.

One study found that personalised emails generate three times the response rates of general email.
While email is decreasing in importance among general consumers, it is still a significant channel of communication between businesses and is particularly important in B2B marketing.

Personalisation is not confined to e-mail. It is also relevant to online advertising, content, product development, product delivery and, indeed, most other aspects of marketing. Personalisation is all about understanding your target audience, assembling data relevant to that audience and then leveraging that data to talk with individuals.

Another trend relative to personalisation is the use of chatbots. Chatbots involve a computer program that simulates human conversation through voice commands, text chats, or both. Chatbots are becoming increasingly popular, and with good reason … they work!

Chatbots are facilitated by AI, another major trend in marketing, and are currently being used by approximately 1.4 billion people worldwide. It is estimated that 80% of businesses will be using chatbots by 2020. It is also expected that by 2022 chatbots will be saving businesses as much as $8 billion per annum.

The point is that chatbots facilitate personalised communication. Research has found that, for better or worse, an increasing number of consumers prefer interacting with chatbots hoping to receive answers to questions quickly and with a high level of accuracy. Consequently, some of the biggest businesses in the world are now using chatbots and often position them as a ‘concierge’ service. 

Marketers have long understood the importance of personalisation in marketing and its potential. This is not surprising as we all prefer to be treated as an individual, rather than a number. For example, 45% of consumers have been found to engage better with websites that offer customised recommendations.

Research suggests that as little as 6% of marketing is currently as personalised as it could be. However, this will change in 2019 as personalisation becomes easier.


Personalise your marketing as much as possible and talk to individuals, not audiences.
Use technology such as chatbots to enable you to communicate one to one with customers and potential customers.

Personalised communication addresses the basic human need for significance. All human beings want to be treated as unique human beings and feel that they are significant.

All human beings believe their needs are unique and crave individual attention. In 2019, technology empowers businesses to address this need.


CMO, Entrepreneur, MTA, Forbes, The Drum, Brandwatch, Advertoscope, Wider Funnel, N Business, SUMO, HBR, Social Media Today, Aircall, Be Media, Smart Insights and single Grain.

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