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Almost two-thirds of marketers still lack a clear plan for cookieless personalisation defined strategy for personalisation using first party data . This indicates a critical gap in preparation for the post-cookie era , where personalised experiences will rely heavily on direct user interactions .
Currently , 83 % of marketers feel that their current personalisation efforts are primarily based on assumptions about customers rather than data-driven insights . To prepare for the future , marketers will need to re-evaluate their personalisation technologies and transition from using third party cookies to utilising first- and zero-party data .
Despite Google ’ s announcement that it will begin phasing out support for third party cookies in Chrome , 63 % of marketers still have no clear strategy for cookieless personalisation . That ’ s according to a survey from Optimizely that highlights the urgent need for marketers to reassess their personalisation strategies for 2024 .
The research , which surveyed 100 UK marketing professionals across the UK , found that more than half ( 54 %) also lack a clearly
This shift will require brands to securely manage and use the data that customers provide , which most marketers feel they can prepare for . The survey revealed that 73 % of marketers believe privacy and personalisation can coexist – suggesting a growing awareness within the industry of the need to balance tailored experiences with robust privacy measures .
What is troubling , however , is that 74 % of marketers express concerns about the obsolescence of their current personalisation technology – signalling the need for more reliable and privacyconscious first party data-based platforms .
Utilities businesses revealed to have the best performing websites while the media industry falls short
The utilities sector has been crowned the industry with the best website performance last year , research shows . Out of all those featured on the FTSE 100 and 250 indexes , utilities came out top in a major change to findings from last year .
Zengenti , creators of CMS , Contensis , rolled out its annual Big Players , Slow Web Pages campaign , analysing all FTSE 100 and 250 homepages to determine which industries and organisations had the best online presence this year and which lagged behind .
In 2022 , the media and publishing industry came in first place but fell 14 places to the bottom three in 2023 ’ s ranking with an overall score of 234 .
With an overall score of 269 , the utilities sector climbed up 12 places to reach first place this year , narrowly outperforming the sports and entertainment industry in second place ( 268 ), while the food and beverage sector landed in third ( 261 ).
Richard Chivers , Co-founder of Contensis and CEO of Zengenti , said : “ This research shows how important it is to pay attention to and maintain your business ’ website performance .
To create the research , the team collated the performance , accessibility and speed scores for each FTSE 100 and 250 company before calculating and comparing averages for each sector .
“ Last year , media and publishing topped the list , yet the industry has fallen a staggering 14 places to the bottom three in this year ’ s ranking .”
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