Dive Brief:

• Personalized content has essentially one major benefit — higher response and engagement rates — according to polling of global senior marketers by CMO Council.

• But there are also side benefits, according to the report, “Brand Attraction from Enriched Interaction.” Just fewer than half of respondents said “personalized or enriched content” led to more relevant interaction, and more than 40% said it leads to conversions.

• And personalized content needn’t be just email or social media-driven, according to research from Adroit Digital, e-Marketer magazine reports. 

Dive Insight:

Here we have something of a chicken-and-egg situation — consumers are reading, watching, and using more content, and there’s more content for them to access. The good news for marketers is that personalized content appears to be effective when it comes to all sorts of important measures like engagement, response, and even conversions.

“When we are serving back to the consumer the same products that they are interested in or had researched, it provides a reminder and a comfort of convenience of access,” Nurullo Makhmudov, director of online user experience & strategic initiatives at Sears Canada, told eMarketer earlier this year. “Or, it's an invitation to come back and finalize your purchase. In that sense, it becomes a highly personalized and individualized execution.”