Interviews, insight & analysis on digital media & marketing

Marketers putting more money into experimentation to tackle economic pressure

Nearly half of marketers are responding to the UK’s current economic struggles by investing more in experimentation around how they deliver customer experiences, highlighting that many marketers are aware of the need to continue investing even in times of economic hardship.

Research from Optimizely, which surveyed 100 UK marketing leaders and 1,000 consumers, found that 44% of marketers are actively investing in experimentation as a direct response to the UK’s current economic slump.

The study also found that 75% of marketers believe it’s “more important than ever” to find new ways to optimise their personalisation strategy during tough economic times. And, at a time when 65% of consumers are more loyal to brands that get to know them on a personal level, 70% of marketers are choosing to level-up their personalisation by marrying it with experimentation to beat the competition and deliver the best possible content.

“At a time when UK consumer spending power is at its lowest levels due to high inflation, it’s more important than ever for brands to deliver online experiences that demonstrate they understand consumers, including their preferences and needs,” said Shafqat Islam, Optimizely CMO. “Experimentation is one of the smartest investments a brand can make. It allows companies to properly understand their customers’ behaviours and make decisions based on data, rather than assumptions, in order to provide the tailored experiences that customers love – driving loyalty and boosting brands’ bottom lines.”


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