customer experience, Personalisation, Big Data

Marketing, data and having two masters

Written by Jason Groom
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Originally published
April 13 2016,
July 3 2020

Personalisation is a dilemma for marketers. On the one hand (in anticipation of the stricter 2018 GDPR rules) they’re struggling to do the right thing by the regulations while, on the other hand, trying to do the best thing by their customers too.

We took a look at the main implications of GDPR this time last year - it’s here if you fancy a read - to complete the circle here’s our summary of the customer-led issues highlighted in a recent personalisation-focused survey of 2,000 US and 2,000 UK consumers.*

  1. The equivalent 2014 study noted consumers’ demand for 3 key three things - transparency, relevance and convenience.
  2. In 2015, while these 3 things still remained paramount, the desire for both data privacy and personalised experiences also featured large.
  3. Social logins are gaining favour…in a big way. 88% of the US consumers questioned admitted to using an existing digital identity from a social network to log in to a website or application.
  4. While this was only 66% for those in the UK, convenience was a significant factor for both data sets. The figures were pretty much the same for the younger consumers (millenials) and those aged 55+.
  5. Notably many (57% in the US, 44% in the UK) would use their Apple ID if that facility existed. Such is the trust in the Apple brand almost as many (50% and 40% respectively) would use it to pay for items online.
  6. 31% of the US consumers said that they would consider using social logins to link to connected devices/objects, as per the Internet of Things (IoT)
  7. Concerns as to how their data will be used is holding consumers back from revealing personal information. Knowing that it will not be shared-on, exactly how it will be used, plus only having to reveal a limited amount, is what gives them greatest comfort.
  8. A whopping 65% of US and 57% of UK respondents had voted with their feet and unsubscribed from future comms because of a brand’s failure to deliver personalised marketing communications. Lesser, but still significant numbers (16% and 15% respectively) had stopped buying from such companies altogether.
  9. Though certainly a long way from being mainstream, biometrics as an authentication method doesn’t pose too much fear. 41% in the US and 32% in the UK said they’d be comfortable logging in to a site using a thumbprint or face/eye scan.

So there’s the marketing conundrum. How do you segment your data and customise your campaigns if hiding behind a login customers avoid disclosing information needed to do that? How can you provide the relevance they demand and the personalisation they expect if they refuse to share the detail? Serving “the two masters” of compliance and customer is a balancing act for today’s marketer that shows little signs of abating. Being squeaky-clean and committed to data standards such as ISO will be the only way to eventually win their trust.

* Gigya’s 2015 State of Consumer Privacy and Personalization survey

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