Last year, with much fanfare in the marketing press, Gartner predicted that 80% of marketers will abandon personalisation efforts by 2025. They cited this was due to lack of ROI, the complexities of customer data management, or both.
We live and breathe personalisation every day. We see that more brands are looking to increase personalisation rather than abandon it. Many are looking for the technology to help them do it. So, this announcement from Gartner – who provides advice and information on marketing trends to business leaders around the world, took us all a bit by surprise.
We decided to dig into it a little bit more and see if marketers are really moving away from personalisation.