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Advertising's Future is About Personalization, But Less Than 10 Percent Are ReadyWhat are marketers talking about these days? Ad personalization — the key to connecting with consumers over time and across a growing number of devices.

But though they know this, fewer than ten percent believe they have the tools to do it.

That nugget comes from “The Future Will Be Personalized,” a whitepaper produced by The Ascendant Network and commissioned by Kahuna, a known leader in communication automation.

“The Ascendant — a network of top marketing professionals — also found that while 100 percent of the marketers they interviewed are committed to omnichannel engagement with their customers, only six percent are implementing omnichannel today,” a report highlight provided to MAW reads.

At a recent Ascendant gathering, whitepaper author David Cooperstein discussed the “widening omnichannel capabilities gap” among marketers today.

“It reminds us of the famous William Gibson quote: ‘the future is here — it’s just not widely distributed yet’,” said Cooperstein. “Marketers who have the tech and know-how to personalize their communications effectively across channels in ways that engage customers will have an extraordinary competitive advantage in the coming years.”

The whitepaper takes up a wide range of issues facing CMOs today, including technology readiness, budgeting, and organizational challenges.

“With CMOs now commanding more of their company’s technology budgets than IT, marketing technology decisions will have a greater impact on the success — or failure — of brands of all sizes,” notes the company’s news release.

“It’s a pivotal time for marketers, and those that are tech-savvy will make their companies more relevant than ever,” said Julie Ginches, CMO of Kahuna. “To succeed, they will need to rethink their efforts to deliver 1:1 marketing, not just to keep up but stay ahead of the trends. With our whitepaper series and other offerings, we hope to give them the tools to do that.”

To access the whitepaper, click here.

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