Ask your average consumer three simple questions:
1. Do you dislike spam? Typical answer: “Yes, of course.”
2. Do you like personalised consumer experiences? Typical answer: “Yes, of course.”
3. Are you willing to give up a certain amount of personal information so vendors can personalize engagements with you? Typical answer: “Errrrrmmmmm... ”
Spam is a throwback to an era before data-driven marketing, when marketers played the law of large numbers and probabilities. With a plethora of data on consumers and prospects now available combined with big data’s analytical ability to derive new data out of it all, marketers can now segment and personalise in a way previously unheard of. And consumers want it. 73 percent of consumers in the United States prefer to buy from brands that use their information to deliver more relevant shopping experiences.
The solution lies in marketers’ ability to act responsibly and maintain transparency. If marketers have an open dialogue about the source of data and how it is being used, consumers will welcome personalised messaging and customised offers.
To read CMSWire’s full story on this, click here .