© 2004 Gartner, Inc. One-to-One Communication: Promise vs. Perception Denise Garcia Principal Analyst, Media & Advertising

© 2004 Gartner, Inc. Objectives Determine future trends regarding mass, targeted and personalized marketing —Competitive advantage or shallow threat? Phone survey of 212 marketing professionals —iMedia, Wharton, Gartner —Representative U.S. sample: co. size, # of employees, B2B/B2C, marketing budget from <$1 Million to $50 Million +, split between brand or sales focused strategy

© 2004 Gartner, Inc. Personalized Marketing Increasing Importance “Personalized marketing initiatives will be important to our organization in the future.”

© 2004 Gartner, Inc. Advertising/Marketing Critical to Revenue/Sales Growth “Advertising and marketing are critical to meeting our organizations sales and revenue goals.”

© 2004 Gartner, Inc. Complaints Aren't Limiting Customization “Concerns about customer/prospect complaints have slowed our use of personalized marketing.”

© 2004 Gartner, Inc. Benefits HIGH POTENTIAL More efficient use of customer/prospect time44% Increased customer retention43% Overall increases in revenue43% Increase average time spent at site by prospects/clients42% More efficient use of employee time38% Increased number of web site visitors37% Shortened sales cycle35% Improved web site registration rate34% More efficient use of partner time33% Reduced costs26% Increased margin of average sale25%

© 2004 Gartner, Inc PLANS 23% 25% 35% 31% 29% 37% 34% 35% 49% 44% Techniques in Use NOT IN USE Clickstream data to dynamically change web site content73% Collaborative filtering to classify visitors and serve content72% Keyword query to change content67% Give web site visitors control over content from set preferences62% Demographic personalization to tailor online messages62% Geographic personalization to tailor online messages60% Registration data to change web site content59% Geographic personalization to tailor messages in traditional media54% Demographic personalization to tailor messages in traditional media51% Address customers/prospects by name in electronic communication38% Address customers/prospects by name in print communication32%

© 2004 Gartner, Inc. Conclusions Most organizations realize the value of personalized and targeted marketing going forward Most companies have yet to utilize true targeted and or personalized marketing Privacy concerns are not a real issue for companies that value personalized marketing The majority of organizations understand the strong linkage between marketing and revenues Denise: Back and forth Denise: Back and forth

© 2004 Gartner, Inc. Recommendations Advertisers In the short to medium term focus on targeted marketing rather than personalized marketing Initiate ROI measures to evaluate various marketing strategies Use personalization and customization techniques to: —gain competitive edge —differentiate your brand —strengthen customer relationships

© 2004 Gartner, Inc. Recommendations CRM and Personalized Marketing Vendors Realize the minimal understanding in business about personalized and targeted marketing strategies Be prepared to educate potential customers prior to evaluating sales potential of prospects Assume that early targeted and personalized marketing efforts will target existing customers

© 2004 Gartner, Inc. Questions ?