全球个性化营销市场前景及投资研究报告-培训课件外文版2024.4

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TRENDSMarketingpersonalizationworldwideCHAPTER

01OverviewCustomerexperiencepersonalizationandoptimizationsoftwareandservicesrevenueworldwidefrom2020to2026(inbillionU.S.dollars)CXpersonalization&optimizationrevenueworldwide2020-20261411.61210810.669.89.018.287.617642020202021*2022*2023*2024*2025*2026*3Description:In2021,theglobalrevenueofthecustomerexperiencepersonalizationandoptimizationsoftwareandservicesindustrywasestimatedat7.6billionU.S.dollars,andthesourceprojectedthatitwouldincreaseto11.6billionby2026.Thatrepresentsanincreaseofover65percentinthepresentedperiod.ReadmoreNote(s):Worldwide;2020;*Forecast.Anexponentialdevelopmentofthevalueswasassumedtoestimatetheannualvaluesbetween2020and2026,whichwereprovidedbythesource.

ReadmoreSource(s):DashNetwork;Personalizationsoftwaremarketsizeworldwidefrom2022to2030(inbillionU.S.dollars)Personalizationsoftwaremarketsizeworldwide2022-2030654325.164.173.372.722.21.781.441.160.941020222023*2024*2025*2026*2027*2028*2029*2030*4Description:In2022,theglobalpersonalizationsoftwaremarketwasvaluedatmorethan943millionU.S.dollars.Forecastssuggestthatthisfigurewillgrowfrom1.16billiondollarsin2023toapproximately5.16billiondollarsby2030,representinganannualincreaseofaround23.7percentoverthespecifiedtimeframe.ReadmoreNote(s):Worldwide;2022;*Forecasts.Fortheestimateanexponentialdevelopmentofthevaluesbetween2023and2030wasassumedtoestimatetheannualvalues.Thevaluesfor2023and2030wereprovidedbythesource.

ReadmoreSource(s):ResearchandMarkets;Yahoo!FinanceLeadingbusinessareasinwhichmarketersarewillingtoexpandinthefollowingyearworldwideasofMarch2023Topareasglobalmarketersarewillingtoexpanduponinthenextyearasof202350%44%45%40%35%30%25%20%15%10%5%41%39%33%16%16%15%8%0%OnlineReal-timemarketingNew/emerging

PredictivedataandArtificialintelligence(AI)forcontentcreationMetaversemarketingArtificialintelligence(AI)forautomationVoicesearchEvents/shows(e.g.,podcast,videoshorts,etc.)socialmediaplatformsanalytics5Description:DuringaMarch2023surveyamongmarketersworldwide,44percentofrespondentsstatedtheyareplanningonaddingonlineeventsorshows,suchaspodcastsandvideoshorts,totheirmarketingmixintheyearahead.Real-timemarketingandnewsocialmediaplatformsfollowed,with41and39percent,respectively.Artificialintelligence(AI)forautomatonwasinthefutureplansof15percentofmarketingprofessionals.ReadmoreNote(s):Worldwide;March2023;358respondents;amongmarketingDecision-Makers(55percent:owners,partners,C-level)Source(s):Ascend2Leadingtypesofdatapersonalizationcompaniesuseforcustomerprofilingasof2023Personalizationdatacompaniesuseforcustomerprofiling2023Shareofrespondents0%

10%20%30%40%50%60%70%80%90%

100%86%Demographics(age,income,profession,education,gender)Behavioral(previouslycaptureddataonvisitor`sonlineactions)Firmographics(size,location,industry)49%44%Lifestyle(attitude,choices,habits)41%Contextual(in-themomentinformationofcustomerinteractingwiththecompany)32%6Description:Duringa2023surveyamongseniormarketingexecutivesworldwide,86percentofrespondentslisteddemographicsasthemostimportanttypeofdatausedforcustomerprofiling.Behavioraldatacamenext,with49percent,whiledataaboutbusinessdetailsroundedupthetopthreewith44percent.ReadmoreNote(s):Worldwide;2023;300respondents;AmongseniormarketingexecutivesSource(s):ComvivaLeadingareasinwhichmarketersuseartificialintelligence(AI)worldwideasofMarch2023LeadingareasinwhichmarketersuseAIworldwideasof2023Shareofrespondents20%0%10%30%40%50%60%NoneCustomerservice/supportAdtargetingandanalysisAnalysis/forecasts/projectionsContentcreation53%19%18%17%17%Contentdistribution12%Dynamicpricing10%9%Segmentation/personalization7Description:DuringaMarch2023survey,whenaskedabouttheirprimarywaysofusingartificialintelligence(AI)formarketingpurposes,53percentofrespondingprofessionalssaidtheydidnotuseAIinanyfield.AmongthemainareasinwhichmarketersusedAIstoodcustomerserviceandsupport,aswellasadvertisementtargetingandanalysis,with19and18percent,respectively.ReadmoreNote(s):Worldwide;March2023;358respondents;amongmarketingDecision-Makers(55percent:owners,partners,C-level)Source(s):Ascend2Leadingchangesintheapproachofcustomerexperience(CX)personalizationin2023and2024TopchangesintheCXpersonalizationapproach2023-20242023202490%80%80%70%60%50%40%30%20%10%0%70%62%55%39%24%Basic(firstname,emailcontent,homepageetc.)

Purchase-based(basedontransactions&purchasehistory)Advanced(real-timedata,AI/ML-basedrecommendationsandpersonalizationofmessage/copy/images)8Description:Duringa2023surveyamongseniormarketingexecutivesworldwide,itwasfoundthatbasicinformation,suchasfirstname,e-mailcontent,homepage,wouldbethemostimportanttypeofdatausedforcustomerexperiencepersonalization,at80percentin2024,comparedto39percentin2023.Purchase-basedandadvancedpersonalizationtechniqueswouldalsokeepongrowingandareexpectedtoreach62and70percentin2024,respectively.

ReadmoreNote(s):Worldwide;2023to2024;300respondents;AmongseniormarketingexecutivesSource(s):ComvivaCHAPTER

02Marketers'perspectiveLeadingdigitalexperienceareasmostimpactedbypersonalizationaccordingtomarketersworldwidein2022and2023Digitalareasmostimpactedbypersonalizationworldwide2022-23Shareofrespondents202230%20230%10%20%40%50%60%70%62%E-mailWebsite65%54%52%25%24%Livechat16%18%SMS15%PaidsocialOrganicsocialLandingpagesMobileappsPaidsearchOrganicsearch18%17%9%9%29%15%15%17%13%13%12%10Description:DuringaDecember2022surveyamongmarketersworldwide,whichdigitalexperienceareawouldbethemostimpactedbypersonalization,65percentofrespondentsagreedthatin2023,e-mailswouldholdfirstplace.Websitesfollowedwith52percentofprofessionalsbelievingthattheywouldbeimpactedbypersonalization,whilelivechatroundedupthetopthreewith24percent.ReadmoreNote(s):Worldwide;December2022;355respondentsSource(s):Ascend2Leadingwaysinwhichmarketersworldwideuseartificialintelligence(AI)assistedwritingasofMarch2023TopwaysforusingAI-assistedwritingformarketingworldwide202360%53%50%39%40%30%20%10%0%5%4%MakeminoreditstothegeneratedtextbeforepublishingMakemajoreditsChangethetextcompletelyMakenoeditswhatsoever11Description:DuringaMarch2023surveyamongmarketersworldwide,53percentofrespondentswhousedartificialintelligence(AI)asanassistantinwritingsaidthatbeforepublishing,theyonlymakeminoreditstotheAI-generatedtext.Another39percentmademajoreditsbeforegoingonline,while5percentchangedthetextaltogether.ReadmoreNote(s):Worldwide;March2023;<1350;amongglobalmarketing,sales,service,andSEOprofessionalsSource(s):10Web.io;HubSpotShareofmarketerswithaccesstodatarequiredtoimprovemarketingpersonalizationworldwideasofDecember2022Marketerswithaccesstodatarequiredtoimprovepersonalizationworldwide202260%49%50%40%30%20%10%0%25%21%5%SomewhatagreeStronglyagreeSomewhatdisagreeStronglydisagree12Description:DuringaDecember2022surveyamongmarketersworldwide,74percentofrespondentsagreed(somewhat:49percent,strongly:25percent)tohaveaccessrequiredtoimprovemarketingpersonalization.Theremaining26percentdisagreedwiththatstatement.ReadmoreNote(s):Worldwide;December2022;355respondentsSource(s):Ascend2Leadingbenefitsofasuccessfulpersonalizationstrategyaccordingtomarketersworldwidein2022and2023Topbenefitsofasuccessfulpersonalizationstrategyworldwide2022-20232023202260%50%40%30%20%10%0%51%50%50%49%43%43%41%38%36%28%26%26%22%14%Improvedcustomer

Increasedcustomer

Increasedrevenueexperience

retentionIncreasedengagementIncreasedconversions

IncreasedbrandawarenessSalesandmarketingalignment13Description:DuringaDecember2022surveyamongmarketersworldwide,51percentofrespondentspredictedthatin2023improvedcustomerexperiencewouldstandfirstamongtheleadingbenefitsofasuccessfulpersonalizationstrategy.Increasedcustomerretentionandincreasedrevenuefollowed,eachwith50percentofshares.ReadmoreNote(s):Worldwide;December2022;355respondentsSource(s):Ascend2Leadingchallengestoexecutingasuccessfulpersonalizationstrategyaccordingtomarketersworldwidein2022and2023Topchallengestoexecutingasuccessfulpersonalizationstrategyworldwide2022-2023Shareofrespondents202220230%5%10%15%20%25%30%35%40%38%39%45%43%50%Budget/resourcestoexecuteManagingcustomer/consumerexpectationsCeating/deliveringrelevantcontentTrackingcustomerthroughtheentirejourneyRequiredtechnologytoexecuteDataintegrity37%31%32%28%31%21%26%19%18%18%CreatingasingleviewofthecustomerBuy-infromleadership18%13%13%10%Dataunification13%12%12%Adheringtocompliance/dataprivacyregulations14Description:DuringaDecember2022surveyamongmarketersworldwide,whenaskedabouttheleadingchallengestoexecutingasuccessfulpersonalizationstrategy,43percentofrespondentsbelievedthatin2023theexecutionofbudgetandresourceswouldprovetobethemostchallenging.Managingcustomerexpectationsstoodsecondat37percent.ReadmoreNote(s):Worldwide;December2022;355respondentsSource(s):Ascend2Leadingdata-relatedchallengescompaniesfaceinprovidingapersonalizedexperienceasof2023Data-relatedchallengescompaniesfaceinprovidingapersonalizedexperience2023Shareofrespondents30%0%10%20%40%50%60%InconsistentdataUnifyingdatasourcesSiloeddata57%48%47%InaccuratedataInsufficientdataOutdateddata41%39%34%15Description:Duringa2023surveyamongseniormarketingexecutivesworldwide,57percentofrespondentssawinconsistenciesingathereddataasoneofthemajordata-relatedchallengesinprovidingpersonalizedcustomerexperiences.Unifyingdatasourcesstoodsecond,with48percent,whilesiloeddataroundedupthetopthreewith47percent.ReadmoreNote(s):Worldwide;2023;300respondents;AmongseniormarketingexecutivesSource(s):ComvivaLeadingdisadvantagesofthetechnologiesusedtoexecutedigitalmarketingstrategiesaccordingtomarketersworldwideasofMarch2023Topdrawbacksofthedigitalmarketingtechnologiesusedworldwideasof2023Shareofrespondents0%10%20%30%40%50%60%TooexpensiveToocomplex53%28%Lackofintegrationacrosstools/technologyLackofflexibility/abilitytocustomizeLackofcustomersupport25%20%17%16%15%15%LackofautomationInsufficientdashboardsandreportingMissingtools/technologiesInadequatehandlingofdataanddatasecurity12%16Description:DuringaMarch2023surveyamongmarketersworldwide,53percentofrespondentsclaimedthatthebiggestissuewiththetechnologiesusedindigitalmarketingistheirhighcost.Another28percentofmarketersstatedthatthesetechnologiesaretoocomplextodeploy,while25percentsaythereisalackofintegrationacrosstoolsandtechnology.ReadmoreNote(s):Worldwide;March2023;358respondents;AmongmarketingDecision-Makers(55percent:owners,partners,C-level)Source(s):Ascend2CHAPTER

03EffectivenessSuccessratesofpersonalizationstrategiesaccordingtomarketersworldwideasofDecember2022Successrateofpersonalizationstrategiesusedbymarketersworldwide2022Verysuccessful(best-in-class)22%Unsuccessful5%Somewhatsuccessful73%18/statistics/1426197/success-rate-personalization-strategiesDuringaDecember2022surveyamongseniormarketersworldwide,95percentofrespondentsratedtheirpersonalizationstrategiesas(somewhatorvery)successful.Onlyfivepercentofrespondingmarketersthoughtoftheirstrategiesasunsuccessful.ReadmoreNote(s):Worldwide;December2022;355respondentsSource(s):Ascend2ThemosteffectiveusecasesofArtificialIntelligence(AI)andmarketingautomationaccordingtomarketersworldwideasofMarch2023LeadingusecasesforAIandautomationaccordingtomarketersworldwide202390%84%80%80%70%60%50%40%30%20%10%0%74%AligningwebcontentwithsearchintentImprovingtheuserexperienceontheirsiteRaisingtheirSERPranking19Description:DuringaMarch2023surveyamongmarketersworldwide,84percentofrespondentssaidthataligningwebcontentwithsearchintentisthemosteffectiveuseofArtificialintelligence(AI)andmarketingautomation.Improvinguserexperiencecamenext,with80percent,whileraisingtheSearchEngineResultsPages(SERP)rankingroundedupthetopthreewith74percent.ReadmoreNote(s):Worldwide;March2023;>1350;amongglobalmarketing,sales,service,andSEOprofessionalsSource(s):10Web.io;HubSpotWaysinwhichbrandsfailatengagingwiththeirtargetmarketaccordingtoconsumersfromselectedcountriesworldwideasofMay2023,byagegroupHowbrandsfailtoengageaccordingtocustomersworldwide2023,byagegroupLackofrelevanceLackofauthenticity76%90%80%70%60%50%40%30%20%10%0%78%77%72%56%56%49%41%18-2627-4243-5859+20Description:DuringaMay2023surveyamongthegeneralpopulationofselectedcountriesworldwide,78percentofrespondentsaged18to26believedthatlackofrelevanceisaleadingfactorforbrandsfailingtoengagewiththeirconsumerbase.Amongthesameagegroup,56percentlistedlackofauthenticityasanotherdownfall.ReadmoreNote(s):Worldwide;May2023;13,802respondents;Amongrespondentsfrom14countries:Brazil,Canada,China,France,Germany,India,Japan,Mexico,SaudiArabia,SouthAfrica,SouthKorea,UAE,UK,U.S.Thesamplesizevariesbycountry.Source(s):EdelmanLeadingchallengesforcompaniesindeliveringeffectivepersonalizationtotheircustomersin2023Topchallengescompaniesfacewhenpersonalizingcustomerexperience202360%50%40%56%42%38%36%35%30%20%10%0%IneffectiveloyaltyprogramsDifficultyingathering,StrikingabalancebetweenInabilitytoscalepersonalizationDeliveringpersonalizationin"real-time"integratingandsynyhesizing

personalizationandprivacythecustomerdata21Description:Duringa2023surveyamongseniormarketingexecutivesworldwide,deliveringpersonalizationinreal-timestoodontopofthebiggestchallengescompaniesfacedindeliveringeffectivepersonalizationtotheircustomers,at56percentofrespondents'shares.Inabilitytoscalecamenext,with42percent,whilestrikingabalancebetweenpersonalizationandprivacyroundedupthetopthreewith38percent.ReadmoreNote(s):Worldwide;2023;300respondents;AmongseniormarketingexecutivesSource(s):ComvivaCHAPTER

04Customers'perspectiveGlobalconsumerattitudestowardsbrandpurchasesasofMay2023,byshareofrespondentsConsumerpurchasehabitstowardsbrandsworldwide202380%68%70%60%50%40%30%20%10%0%58%58%MorepriceconsciousDoingmoreresearchbeforepurchaseMakingfewerimpulepurchases23Description:DuringaMay2023surveyamongthegeneralpopulationofselectedcountriesworldwide,68percentofrespondentssaidtheyweremoreprice-consciouscomparedtothepreviousyear.Additionally,58percentstatedthattheyweredoingmoreresearchbeforeeachpurchaseandmakingfewerimpulsepurchasesaltogether.ReadmoreNote(s):Worldwide;May2023;13,802respondents;amongrespondentsfrom14countries:Brazil,Canada,China,France,Germany,India,Japan,Mexico,SaudiArabia,SouthAfrica,SouthKorea,UAE,UK,U.S.Thesamplesizevariesbycountry.Source(s):EdelmanShareofshopperswillingtosharedataonhowtheyconsumeoruseproductsworldwideasofNovember2021and2022,bygenerationConsumerswillingtosharedataontheirshoppinghabitsglobally2022,bygenerationNovember202157%November202256%60%50%40%30%20%10%0%55%54%50%48%47%45%38%30%OverallGenZMillennialsGenXBoomers24Description:DuringanOctobertoNovember2022surveycarriedoutamongconsumersworldwide,45percentofallrespondentswerewillingtosharedataonhowtheyconsumeoruseproductsviasurveys,interviews,andonlineforms.Thehighestshareofrespondentsfeelingcomfortablewithsuchdatacollectionstoodamongmillennials,at57percent.ReadmoreNote(s):Worldwide;OctobertoNovember2022;11,300respondents;across11countries:Australia,Canada,France,Germany,Italy,Japan,theNetherlands,Spain,Sweden,theUK,andtheUS.992GenZconsumers,3,264Millennialconsumers,3,332GenXconsumers,3,712BoomerconsumersSource(s):CapgeminiShareofshopperswillingtosharepersonaldatasuchasdemographicsorproductpreferencesworldwideasofNovember2021and2022,bygenerationConsumerswillingtosharetheirpersonaldataworldwide2021-22bygenerationNovember202153%November202251%60%50%40%30%20%10%0%49%46%43%43%41%39%33%25%OverallGenZMillennialsGenXBoomers25Description:DuringanOctobertoNovember2022surveycarriedoutamongconsumersworldwide,43percentofallrespondentswerewillingtosharetheirpersonaldataviasurveys,interviews,andonlineforms.Thehighestshareofrespondentsfeelingcomfortablewithsuchdatacollectionstoodamongmillennials,at51percent.ReadmoreNote(s):Worldwide;OctobertoNovember2022;11,300respondents;across11countries:Australia,Canada,France,Germany,Italy,Japan,theNetherlands,Spain,Sweden,theUK,andtheUS.992GenZconsumers,3,264Millennialconsumers,3,332GenXconsumers,3,712BoomerconsumersSource(s):CapgeminiShareofconsumerswhosaidtheywerelikelytostopusingabrandifitdidnotpersonalizetheircustomerexperienceinselectedcountriesworldwideasofJanuary2022Influenceofmarketingpersonalizationonconsumerl