Retail marketing pros shift focus to digital, personalized ad campaigns, per Conversant study

9 out of 10 senior marketers believe that personalized messages work

better than mass communications


Leading senior retail marketers report that 38 percent of their total

marketing spend is now devoted to digital, according to a research study

released today by Conversant,

the leader in personalized digital marketing. The study, conducted by

independent research company Bovitz

Research, sought information and opinions on key issues facing

retail marketing professionals in 2014. Survey topics ranged from the

role that digital plays in their marketing programs to the burgeoning

interest and importance of personalized marketing.

In the past, digital represented a small percentage of the total

marketing spend, but this has changed dramatically as consumers devote

more of their total media time to digital platforms and as marketing

capabilities in digital continue to expand. Now, nearly 20 percent of

retail marketers reported that digital accounts for 50 to 75 percent of

their total marketing budget.

Individualized Messages are More Effective

The new study found strong retailer interest in personalized marketing

and advertising. 86 percent of senior retail marketers agree that

individualized messages can be more effective than mass messages.

"Today's consumers demand communications relevant to their personal

needs and interests," said
Scott Eagle, CMO at Conversant. "They are

tired of being served ads that don't have relevance to their everyday

lives. In order to ensure each interaction is a positive one, brands

must engage with consumers in an individualized manner, one that

acknowledges each consumer's behaviors, needs and interests."

Nearly three quarters of the participating marketers agree that

one-to-one communications represent the future of retail digital

marketing. But 59 percent also agree that omni-channel consumers make

personalization marketing more difficult.

"There is no doubt personalized marketing will be a key focus on 2014,"

said Eagle. "Retailers that have plans to pursue personalization would

do well to identify partners to help speed up implementation and begin

engaging in individual conversations."

Other Key Study Findings

Additional findings from the study include:

  • Retailers rely on many partners for their digital advertising needs,

    in fact, nearly a third report working with 11 or more vendors.

    Furthermore, almost half report that finding the right digital vendor

    is difficult.

  • The group has a high interest in measurement, with 57 percent saying

    they are using or plan to use a marketing attribution platform in

    2014. Last click measurement remains the most frequently used, with

    more than two-thirds responding that they use last click for at least

    some of their measurement efforts.

  • 62 percent of respondents report they are concerned about cookie

    blocking and deletion, and their effects on user identification and


The respondents to this survey represent senior level marketers at

leading retailers (brick-and-mortar and e-tailers). Opinions were

solicited from a total of 81 such retail marketing leaders.

To download a complete copy of the study, please visit:

For additional information, please contact
Paul Lesinski at

or 971-226-5299.

About Conversant, Inc.

Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized digital

marketing. Conversant helps the world's biggest companies grow by

creating personalized experiences that deliver higher returns for brands

and greater satisfaction for people. We offer a fully integrated

personalization platform, personalized media programs and the world's

largest affiliate marketing network - all fueled by a deep understanding

of what motivates people to engage, connect and buy. For more

information, please visit

Conversant, Inc.
Paul Lesinski, 971-226-5299

Source: Conversant, Inc.

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