UK marketing survey – personalising content the biggest challenge

News and Insights 09 Mar 2018 01:25

A major survey covering the activities of 150 senior marketers – across UK medium to large organisations, reveals that the web is the most popular channel for engaging and retaining customers. The research, conducted by Better than Paper, also indicates that personalising content remains the biggest challenge and by doing this activity better – will play a role in achieving GDPR compliance. 

When questioned about engaging and retaining customers, the majority consider the web as the most favoured channel, followed by content and email marketing – with mobile marketing, SEM and social media – all being the least preferred routes. The survey also highlights that to further assist in customer engagement and retention – organic SEO is being preferred to paid SEM too.

Of those surveyed about approaches to deal with the forthcoming GDPR regulations, the majority believe that better content personalisation will help deliver quality and timely content.  It was also stated that better understanding audience preferences, will help ensure compliance, and improve engagement and retention too. 

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