In a recent survey of 200 marketers, 86% told Merkle they have budgets defined for personalized messaging initiatives and 82% had martech solutions in place to implement personalization. Further, 89% claimed to have the “organizational structure” needed to execute personalized multi-channel marketing plans. It would appear marketers are prepared to deliver on consumer expectations. There is also evidence that suggests businesses that excel at personalization have a competitive edge. For example, retailers using advanced personalization messaging tactics drove 17% higher revenue than retailers relying on “more basic” efforts, according to Merkle’s findings. And yet, Gartner predicts, in the next five years, 80% of marketers who have invested in personalization will drop their personalization efforts.