Consumers are fed up with poor targeting by brands, judging by a new study from Redpoint Global.
Of those polled, 70% say they receive mistargeted messages at least once a month, and 24% report they get them daily. These include emails with recommendations unrelated to prior purchases.
This sort of misdirected marketing reduces the quality of the experience for 51% of customers.
Conversely, many consumers are willing to provide access to their data in exchange for a better experience.
In exchange for this data, 52% want customer experiences with less transactional friction and an 30% desire discounts and future promotions. But it varies with age.
For instance, 41% of Millennials feel brands should be able to immediately adapt offers and interactions at the moment of new data ingestion. In contrast, only 26% of Baby Boomers say this is a priority. .
And only 11% of boomers feel brands know them very well, compared to 25% of Gen Zers.
When it comes to the law, 27% of consumers say that current regulations do not protect their data effectively. Almost 50% want to see stricter regulations at the national level, including greater transparency regarding data leaks.
Still, 48% would stop doing business with a brand if it shared their personal information without permission.
Less than 25% believe brands are truly transparent about how data is used, and 11% say there is nothing whatever companies can do to engender trust.
“Today’s consumers have high expectations of all brands they engage with to provide personalized experiences with minimal data risk,” says John Nash, chief marketing and strategy officer for Redpoint Global.
Nash adds, “Brands that prioritize hyper-personalization with consumers will gain consumer trust and build brand equity. Utilizing the most up-to-date information on consumers to deliver seamless, relevant interactions with as little friction as possible will be a major factor in the future successes of today’s brands.”
Dynata Research surveyed 1,000 U.S. consumers in June 2022.