MMA&安永：2025个性化营销现状报告（英文版）（41页）.pdf

1、State ofPersonalizationAnnual Marketer SurveyNovember 2025ForewordAs we enter 2025,personalization is more criticaland more urgentthan ever as brands grapple with mounting pressure to meet soaring consumer expectations for tailored,seamless experiences across every touchpoint.The 2025 State of Perso

2、nalization Report,published by MMA MMA GlobalGlobal in collaboration with MonksMonks provides a comprehensive analysis of how marketing leaders are navigating personalizations complexities and charting its future.Drawing insights from over 115 senior marketing executives at large,established compani

3、es,this report captures a holistic view of personalization:its adoption,execution(manual vs.automated),measurement challenges,leadership dynamics,and evolving trends in content personalization.As the findings reveal,the push for personalization is ambitious and widespread,but progress is unevenmarke

4、d by both promising advancements and persistent roadblocks.Many organizations report progress,but significant gaps remain in scaling efforts and accurately measuring ROI.CMO leadership continues to be a critical driver of success because of higher investments in advanced data infrastructure,AI,and i

5、nternal capabilitiesas well as a stronger culture of collaboration and integration.And yet,automation gaps persist,with many marketers still relying heavily on manual processes despite having ambitious personalization goals.As demand for personalized content grows,especially across social platforms,

6、marketers face increasing pressure to scale their efforts efficiently.Many are turning to AI and enhanced data infrastructure to overcome these challenges,but concerns about quality,consistency and resources remain obstacles to full-scale automation.These findings underscore a critical reality:To un