Study Highlights Shortcomings Of Personalized Marketing
Personalized digital marketing leaves some consumers with questions, reports customer relationship management specialists Amaze One. Its research uncovered significant concern among consumers over how their information is collected and the control they have over it.
“There is a fine balance between digital creepiness and a great personalized experience,” says Paul Kennedy, data strategy director at Amaze One. “Now that the data and technology is mature and available to deliver and measure this, marketers need to concentrate on fine tuning that balance to exploit that untapped potential.”
Amaze One found that while 51 percent of consumers are aware of when and where data is collected, 70 percent do not feel in control of how personal information is used. Those who do feel in control are more willing to share data, with 46 percent stating that an ability to delete data that companies save would encourage them to share more information.
The company also discovered the importance of a value exchange. Consumers who provide personal data do so expecting to receive something of value in return. Amaze One says that their research proves that the key to encouraging consumers to share more information is transparency—how clear the brand is on how it will use data, reputation and the ease of deleting data.
Typically, respondents will share their name (76 percent), age (68 percent) and email (66 percent), although only seven percent will share social media data or connect via social media accounts. When asked what would make them more willing to share more information, 30 percent said “rewards” and 12 percent said “enhanced services.”
Janet Snedden, deputy managing director at Amaze One, adds, “In today’s age of the connected customer, a strong blend of rigor and magic is required from brands and marketers to manage communications effectively—we have huge opportunities as consumer curiosity grows—but also so much at risk from getting it wrong.
“We need to earn the trust of our customers by making each and every interaction count. Intelligent data should drive personalized, insightful communications that add value and enhance the customer experience. To get this right we must better understand the tone of voice tailored to the individual.”
A copy of Amaze One’s report can be downloaded here.