The Consumer Has Spoken: Personalized Marketing Inspires Positivity Towards
Responsys Research Underscores the Imperative for Marketers to
Orchestrate Individualized Customer Experiences and End Dated,
Campaign Era Tactics
SAN BRUNO, CA -- (Marketwired) -- 07/23/13 -- Responsys, Inc.
-- Sixty-one percent of U.S. consumers feel more positive about a brand
when marketing messages are personalized.
-- Nearly half (44 percent) of consumers are less responsive to
non-personalized or "mass-marketing" messages.
-- More than half (53 percent) are more likely to purchase when a brand
personalizes digital communications.
-- More than half (52 percent) trust brands that enable consumers to
share their marketing preferences more than brands that do not.
Sixty-one percent of U.S. consumers feel more positive about a brand
when marketing messages are personalized, according to new
research(1) from Responsys, Inc. (NASDAQ: MKTG), a marketing cloud
software and services leader. The results, which also indicate that
consumers are more likely to purchase from brands that personalize
their digital communications, call attention to the need for
marketers to let go of dated marketing tactics that treat every
consumer in the same way, and move into the relationship era of
marketing where marketers orchestrate individual experiences at
"In the quest for scale, individual consumer relationships got
brushed to the side as marketers felt the pressure to churn out
campaign after campaign," said Scott Olrich, President, Marketing and
Platform at Responsys. "Today, in the relationship era of marketing,
marketers are realizing that they can in fact orchestrate relevant
and targeted experiences at scale across multiple channels, and that
this more sophisticated approach can have the greatest long-term
impact on the success of their programs."
"Consumers are demanding more personalized relationships with their
favorite brands, so as marketers we must provide our customers with
the most relevant content at the right moment throughout the customer
journey," said Alexandra Braunstein, Senior Marketing Manager at XO
Group Inc., a global media and technology leader with brands like The
Knot and The Bump. "Responsys shares this vision and because of our
partnership, we're delivering increasingly individualized and
relevant content, which keeps our customers more engaged and improves
Responsys' survey found that nearly half (44 percent) of consumers
are less responsive to non-personalized, or "mass-marketing"
messages. Perhaps this apathy is a reflection of the survey finding
that nearly two thirds (64 percent) of consumers see personalization
as a sign that the brand values its customers. Roughly one half feel
respected, understood by and have a sense of loyalty and connection
to brands that personalize digital communications.
Marketers are ultimately responsible for driving sales and Responsys'
survey found that when messages are personalized, more than half of
consumers (53 percent) are more likely to purchase from that brand.
The impact is even more positive on younger consumers between the
ages of 18 and 34 who are 65 percent more likely to purchase from
brands that personalize the content delivered to them.
With two-thirds of consumers who engage with brands using multiple
channels to do so(2), the survey also found that consumers value
personalization across all points of interaction, with the most (67
percent) saying it is important for brands to personalize email
communications, followed by social media (44 percent), SMS (40
percent) and web display ads (36 percent). Again, younger consumers
(18-34) are more likely to place importance on personalization across
In being more targeted and relevant in their communications, brands
are also increasingly expected to honor consumer preferences around
when, where and how they should be contacted. Responsys' survey found
that nearly two thirds (63 percent) of consumers believe it is
important that brands manage their digital communications in line
with consumer preferences and more than half (52 percent) trust
brands that enable consumers to share their marketing preferences
more than brands that do not. Of this group, 66 percent say that if a
brand gives them the ability to express their preferences, they are
more inclined to purchase from that brand.
To address this, earlier this year, Responsys introduced Responsys
Interact Preference, a new offering within the Responsys Interact
Marketing Cloud that provides marketers with a unified, cross-channel
view of customer preferences and permissions. With this solution,
marketers can easily collect and manage preferences across both
digital and physical touch points, improving consumer trust while
mitigating the risk of costly fines and lawsuits.
An infographic depicting the results of Responsys' survey can be
Suggested Tweet on Today's @Responsys News
-- Click to Tweet: Personalized marketing inspires positivity towards
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Responsys (NASDAQ: MKTG) is a leading marketing cloud
software and services company. Our mission is to enable the smartest
marketing in the digital world. The most respected brands across the
globe use the Responsys Interact Marketing Cloud to manage their
digital relationships and deliver the right marketing to their
customers across email, mobile, social, display and the web. Our
customers gain competitive advantage through the automation,
individualization, and coordination of cross-channel marketing
interactions at massive scale. Founded in 1998, Responsys is
headquartered in San Bruno, California and has offices throughout the
world. For more information visit: responsys.com.
Connect with Responsys
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(1) Ipsos Observer survey of 1,000 U.S. adults, representative of the
online adult population, conducted from April 17 to April 24, 2013
(2) Forrester Research: Brand Engagement the Consumer Way 2012. Gina
Sverdlov, September 2012
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