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Why personalisation is no longer optional

Picture of Phil Smith By  Phil Smith  ·  1 minute read

 

THE POWER OF PERSONALISATION SERIES:  WHY PERSONALISATION IS THE FUTURE OF MARKETING AUTOMATION (PART 1.2)

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Generic marketing messages are dead. Today’s consumers expect brands to know their preferences, anticipate their needs, and deliver content that feels tailored to them.

Irrelevant marketing doesn’t just fail - it actively pushes customers away. 

 
 
Let’s dive into the numbers that prove why personalisation is the cornerstone of modern marketing.
 

The Big Picture: What Consumers Want

  • 71% of consumers expect personalised experiences when interacting with brands. They don’t just appreciate it, they demand it.
  • 96% of shoppers are more likely to purchase from brands that personalise their messaging, showing the direct link between relevance and revenue.
  • 81% ignore irrelevant messages, meaning generic campaigns aren’t just ineffective—they’re damaging.

    Source: Business Wire

Personalisation Drives Loyalty and Sales

  • 77% of consumers say relevant product recommendations influence their purchase decisions (and this jumps to 83% for Millennials).
  • 70% of consumers say how well a company understands their individual needs impacts their loyalty.
  • 84% of customers are more likely to buy from brands that treat them like a person, not a number. 

    Source: Cordial

The Data Exchange: Consumers Will Share for Value

  • 82% of consumers are willing to share data for a more customised experience.  Source: DemandSage
  • 90% are happy to share data to receive exclusive discounts. Source: DemandSage
  • But there’s a catch: 80% of consumers are concerned about sharing personal info, making transparency and trust critical. Source: TransUnion

Personalisation Channels That Work

  • Interest-based discounts remain the most effective tactic, influencing 61% of consumers.
  • Location-based offers resonate with 36% of consumers, up from 32% last year. 
  • Social media-driven personalisation is growing, influencing 21% of consumers (up from 13% in 2024).

    Source: Cordial

The Bottom Line

Personalisation isn’t a “nice to have”  it’s a business imperative.  Brands that fail to personalise risk losing customers to competitors who do.  The stats are clear:

Personalisation drives engagement, loyalty, and revenue.




Are you meeting your consumer expectations?  Let’s chat about how to audit your current personalisation strategy and how to invest in AI-driven tools to scale personalisation effectively.

 

 

More from the series...