Bombarding consumers with marketing results in brand resentment
Jan 16, 2013 (M2 PRESSWIRE via COMTEX) --
New research has shown that poor email marketing correspondence would make consumers online resent a company or brand. A massive 75 per cent would resent a brand after being bombarded by emails and 71 per cent cite being sent unsolicited messages as a reason to become resentful, according to an online YouGov survey, commissioned by Emailvision, the leader in relationship marketing and customer intelligence. Listing their name incorrectly (50 per cent) and getting gender wrong (40 per cent) in correspondence are also key factors that would make consumers online resentful towards their once favoured brands. Incredibly, the same survey revealed an unexpected 40 per cent would not share any of the personal details listed with a brand in exchange for better targeted offers; emphasising the need for brands to provide value through personalised communications. In the 55 and overs, this figure rose to 49 per cent.
Emailvision's survey questioned what personal information consumers online would be willing to share in exchange for better targeted offers. A mere 28 per cent of adults online indicated they would be willing to share their name. 37 per cent of consumers online indicated they would be willing to share their age and 38 per cent would be willing to share their gender with a brand. This lack of sharing demonstrates that consumers online don't yet see the value of exposing their personal information to brands.
"When a customer purchases from your in-store business, they give you money in exchange for a product or service. When a visitor interacts with your online business, they are giving you their data in exchange for a relevant experience with your brand. If a business doesn't choose to make use of this data correctly, they are missing out on important knowledge that could positively or negatively impact business for years to come," commented Emailvision Director Neil Hamilton. "It's imperative that a customer never becomes 'just a number' even in a database of millions. Technology enables all businesses to treat their customers to a personalised experience across multiple sales channels."
There is, however, a small percentage of online consumers who seem willing to overshare, as eight per cent of consumers online will go as far as to share their underwear size in exchange for better targeted offers from a brand.
"With an abundance of choice, consumers are more demanding and they expect brands to engage with them correctly. If someone is not providing them with the right offers, value and relationship, they will quickly switch to another brand," commented Tim Watson, an email marketing consultant at Zettasphere.
"The key to success for marketers is not in the content; it's in the intelligence and actionable information that comes from customer data. Think of it this way, when picking the perfect present for a close friend, it's your knowledge (data) about the person that's the starting point in the search for the ideal gift. After you consider the person and their preferences, then your search for the actual gift (content) begins within the range of ideal gifts already identified by data."
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