Inadequate customer data is the key obstacle facing marketing executives in adopting personalised communication techniques, new research indicates.

According to a global survey of over 700 senior marketers by the Chief Marketing Officer (CMO) council, 43.5 per cent of respondents indicated a low usage of personalised communications in their customer acquisition programmes.

Some 49.1 per cent of marketers laid the blame on “inadequate systems and infrastructure” for limiting personalised communication initiatives.

A “lack of customer data and insight” was cited by 46.2 per cent of top marketing personnel as a major hindrance to effective personalised communication techniques, while 43 per cent put the blame on “cost and complexity”.

However, respondents identified a number of key methods that were successful in targeting key audiences through personalised initiatives, the most popular being individualised emails and offline direct mail (66.1 per cent of marketers).

Opt-in permission-based marketing programmes (46.5 per cent) and targeted database marketing leveraging personal profiles (43.5 per cent) were also identified by marketers and successful marketing methods.

Related Topics: General Marketing