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Personalisation is way down on the list of things consumers care about when it comes to digital experiences, research by marketing technology company Acquia unveils today.

The news comes at a time when most marketing technology companies are highlighting the criticality of personalisation as a marketing tactic. Separate research by Acquia in its beyond the hype report finds that 92% of senior digital marketing professionals believe personalisation to be important.

But just 2.6% of consumers list personalisation as an important part of a brand’s digital offering, instead preferring a website that’s easy to navigate (65%), a good-looking website (13%), and engaging content (11%).

Moreover, just 4% of consumers care about a brand’s social media presence the most when interacting with a brand online.

Acquia EMEA VP marketing Sylvia Jensen said: “The results from our latest research are completely incongruent with what marketers have been saying for years. While marketers have been touting personalisation, social media and good content as the key to success, consumers seem to care more about the fundamentals of a digital brand — a good website.

“However, these results don’t tell me that marketers ought to stop what they’re doing — the results tell me that marketers have been struggling to deliver the value of personalisation, social media and good content to customers.

“Of course, it’s imperative to have a website that looks good and is easy to navigate, but it’s effective personalisation and content that will differentiate brands in the end.”

Acquia’s research was carried out through a survey of 1,000 consumers in March 2018.

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