A recent survey conducted by MoEngaged uncovered details into what consumers are actually looking for when it comes to privacy. The survey found that as marketers shift or transition their targeting tactics:
27% of consumers saw confusion from inconsistent messaging across channels and platforms
25% complained that brands failed to remember their preferences based on previous purchases
24% of consumers pointed to irrelevant content or products that sent too many or too few messages that were not personalized
What the Data Reveals Not only do consumers expect brands to know who they are and what they want, but they notice when brands fail to create a personal buyer experience, and across different platforms. Contrast that to how consumers have voted for and supported privacy restrictions like CCPA, GDPR and the like. Is there a solution where brands can thread the needle?
What Can You Do
Most importantly, collect, sort and utilize first-party data in a privacy-compliant way. If they shop with you, they want you to know them. If you are a third-party, they don’t want you anywhere near them.
Mix up your messaging and where it is placed. Consumers want to receive messages through a variety of channels.
Switch up your messaging frequency. When asked how often North American consumers prefer to receive messages from brands, 37% said weekly, by far the #1 answer.
The perfect mix of brand communications comes down to providing personalized, tailored experiences to customers while building relationships across a variety of channels and platforms. And yes, all while being privacy-compliant. Challenge accepted.