Consumers split on targeted marketing/Warc and new research

Consumers hold contradictory views on personalised marketing, rejecting online tracking while indicating they would be happy to share data with advertisers in return for discounts and offers, new research has found.

Communispace, the consumer collaboration agency, engaged 8,343 participants across 52 of its private online communities with a survey and open-ended discussions. A significant majority (86%) said they would click a “do not track” button if it were available, while 30% would even pay 5% extra if it guaranteed none of their information was captured.

While these figures would seem to indicate a high level of hostility to targeted marketing, 70% of respondents also said they would voluntarily share personal data with a company in exchange for a 5% discount.

This suggests that opposition can be bought off relatively cheaply, but a background discontent will remain as consumers were wary of marketing, even if ads were accurately targeted.

Given the choice, just 14% of consumers actively want to shop by receiving targeted offers based on their online search and purchase history, the survey suggested.

Meanwhile, a majority (62%) said they would much prefer to look for promotions and discounts from multiple vendors at one centralized site. And 24% liked the idea of turning the process on its head – broadcasting their shopping needs and inviting retailers to bid for their business.

The report found that the single biggest breach of trust involved the buying and selling of personal data. Just 13% approved of this practice, and even if they had technically granted their consent, consumers expressed extreme distaste for, and occasionally claimed to boycott, companies that engage in these types of practices.

“While people increasingly accept some loss of privacy as a cost of doing business, or a way to earn perks, the majority say they don’t appreciate or utilise targeted messages, especially from unfamiliar sources – a far cry from the ‘added value’ and ‘customized experience’ these methods promise,” said Julie Wittes Schlack, Communispace’s SVP of Innovation.

Her colleague Katrina Lerman, a senior researcher, likened it to personal relationships: “You really have to earn that level of intimacy; it can’t be bought,” she added.

Data sourced from PR Newswire; additional content by Warc staff


About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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