Published: 06 September 2023
Personalization remains a priority for digital marketing leaders. But not every personalization engine is built the same. Assess personalization engine technology based on the distinct capabilities it provides across marketing, digital commerce, and service and support use cases.
Personalization continues to drive digital marketing leaders’ customer data management objectives. The 2023 Gartner CMO Spend and Strategy Survey found that 48% of respondents plan to create an enhanced digital commerce experience through custom-made digital shelf content and personalization over the next 18 months.
The 2023 Gartner Brand Leaders Surveyfound that two-thirds (67%) of brand leaders reported exceeding return-on-investment expectations when brand messages were personalized and contextualized.While still centering on digital commerce, vendors continued to diversify use-case support in partial response to the growing need for personalized brand content.
Personalization technology gaps are prevalent. The 2022 Gartner Marketing and Communications
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Analysts:
Joseph Enever, Jason McNellis, Ant Duffin, Alex De Fursac Gash
As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.
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