dear marketers, how badly do you know me!
TRANSCRIPT
The conversation on data privacy, opt-in and
loyalty consumers and marketeers should
urgently have.
Dear Marketers, how badly do you know me.
US = 1,180 consumers
YOU = 310 marketers
according to the 10th Marketing Gap study by fast.MAPwww.fastmap.com
Do you understand just how little we trust you with our contact and other information?
As it comes to data privacy and opt in to receiving marketing communications, marketers underestimate by up to 100% all consumer's areas of concern.
This is how concerned you believe we are if you did any of the following after we have given you our contact details and permission to send us communications.
if you passed our contact
details to another
organisation
2014 Marketers perception of consumer attitudes
did not keep the promises in
your permission statement
contacted us too often ignored
information we’ve supplied
you before
sent us too much marketing material
lost our contact details
sent communications not relevant to
us
45% 45% 44% 40% 43% 39% 40%
passed our contact details
to another organisation
2014 Consumer attitudes
did not keep the promises in
your permission statement
contacted us too often ignored
information we’ve supplied
you before
sent us too much
marketing material
lost our contact details sent
communications not relevant to
us
However, this is how concerend we actually are if you..
85% 83%76% 73% 71% 70%
63%
Areas of what should be your concern too.
Do not pass on our contact details to another
organisation
Do keep the promises in
your permission statement
Do not contact us too often
Do not ignore information
we’ve supplied you before
Do not send us too much marketing material
Do not loose our contact
details
Do sent communications
relevant to us
Did you know next year’s changes to EU opt-in requirements for data gathering mean you’ll have to ask us if we’d actually like to hear from you?
* blank stare *
Now imagine all the organisations that current send us ‘information’ contacting us and asking us if we are happy to stay on their mailing list. How do you believe we are most likely to respond?
What you silly marketers believe we’ll do.
32% NOYou would not agree for any of the organisations
27% FEWYou would agree for a
few of the organisations
22% MOSTYou would agree
for most
19% ALLYou would agree
for all
2014 Marketers perception of consumer attitudes
Now imagine that all those organisations curently sending us information contact us to ask if we are happy to stay on their mailing list. How many would we say ‘yes’ to?
What we will actually do.
21% NOWe’re not agreeing
for any
55% FEWWe would agree for a few of the organisations
18% MOSTWe would agree
for most
6% ALLAgree for all
Would you stay on my mailing list, pretty please?
2014 Consumer attitudes
21% NOWe’re not agreeing
for any
55% FEWWe would agree for a few of the organisations
18% MOSTWe would agree
for most
6% ALLAgree for all
32% NOYou would not agree for any of the organisations
27% FEWYou would agree for a
few of the organisations
22% MOSTYou would agree
for most
19% ALLYou would agree
for all
2014 Marketers perception of consumer attitudes
2014 Consumer attitudes
I’m such a bore.
Such pessimism, little marketeer. Some of us do like the occasional offer or update.
21% NOWe’re not agreeing
for any
55% FEWWe would agree for a few of the organisations
18% MOSTWe would agree
for most
6% ALLAgree for all
32% NOYou would not agree for any of the organisations
27% FEWYou would agree for a
few of the organisations
22% MOSTYou would agree
for most
19% ALLYou would agree
for all
Such arrogance. *mark as spam*
All your mailbox are belong to us.
2014 Marketers perception of consumer attitudes
2014 Consumer attitudes
21% NOWe’re not agreeing
for any
6% ALLAgree for all
32% NOYou would not agree for any of the organisations
27% FEWYou would agree for a
few of the organisations
22% MOSTYou would agree
for most
19% ALLYou would agree
for all
2014 Marketers perception of consumer attitudes
2014 Consumer attitudes
What this actually means is that there is a huge area of opportunity to woo us - more wiggle room than you expected to keep us on your lists. If you convince us you are worthy of our trust and time.
AREA OF OPPORTU NITY
discounts & special offers
free product samples get a quote
& look for cheaper prices
helpful information that makes life easier
to make an online purchase
to receive money saving advice to pay
online
to hear about relevant products and services available
2014 Marketers perception of consumer attitudes 2014 Consumer attitudes
How do I show you I’m worthy?
These would make us happy to opt in to receiving furture commucations from you.
65% 63%
47% 44% 40% 40% 37% 37%
Shall I personalise these for you?
Oh, you mean you’ll be using info about us and our past interactions to make these communications and offers more relevant? Well..
11% NOLess likely we’ll open
them
53% WHATEVERHonestly, this wouldn’t make a difference to us
NO WHATEVER YES
34% YESOh yes, we’d be more likely to
open them
2014 Marketers perception of consumer attitudes
2014 Consumer attitudes
I insist.. Well, we are concerned if you use..
Online adverts we have clicked on
Assumed information based on ‘people like us’
Other websites we tend to visit regularly
Specific things we have looked at on your website Our previous
purchases
Preference we’ve given you
The lenght of time wehave been customers
50% 49% 47%40%
32% 31% 29%
2014 Marketers perception of consumer attitudes 2014 Consumer attitudes
Regards,Your Consumers
Dear Marketers,
Please treat our personal data and contact in-formation as you would your own.
Earn our interest in your newsletter before the new data regulation kicks in.
Think twice about which data you gather, and what you use it for.