Avoiding Big Brother
To some people, the idea of real-world targeting will sound intimidating and invasive. Isn't this Big Brother for the 21st century? As always, it's all about the implementation.
If you blast a message to everyone who walks past your store about a sale on jeans, there's a high chance it will irritate, rather than stimulate recipients. Therefore it's important that brands communicate with consumers in a way that doesn't simply bombard them with annoying or unwanted messages, but instead proposes recommendations, offers and experiences tailored to their wants and likes.
Our research reveals that just 19 per cent of consumers say they don't respond more positively when they receive personalised content from brands, and almost half (44 per cent) find personalised recommendations useful.
A virtuous data sharing circle
Contextual personalisation hinges on a brand's ability to gather and analyse its user data. There is a common misconception that getting data from a potential customer to begin engagement is difficult and that consumers are extremely guarded with their data.
However, in addition to showing that UK consumers are increasingly relaxed about data sharing, our research found that even reluctant consumers can be persuaded to share personal data in exchange for special offers or discounts. One in three say they could be persuaded to give up their personal data for a discount on clothes (36 per cent), free delivery (31 per cent) or a discount on a holiday or travel (28 per cent).
Big data allows you to tailor engagement to make it much more relevant to an individual customer. The positive experiences generated by the interactions between your business and your customers ultimately breeds trust.
This leads to a virtuous circle where consumers see you continue to enhance and personalise their experiences, their perception of your brand improves and they will be more willing to share their data with you, allowing you to personalise further. A win-win for you and your now loyal customers.
- John Fleming is Webtrends' Marketing Director EMEA & APAC.
