As the modern consumer has evolved, so too must the marketing they receive. However, better data sets and more sophisticated targeting have not always resulted in improved advertising, experiences, or content.
Digital natives demand increased privacy, complemented by true-personalization, the right to have data forgotten, chaperoned by bespoke offers and services. They expect loyalty programs, but won’t be satisfied with generic points-win-prizes incentives. This presents a major challenge to brands and retailers who continue to invest in technology solutions and services to predict and shape consumer attitudes, engagement, and behavior.
To win the custom of today’s digitally-savvy consumers marketers need to connect with them on the right channel, at the right time. And although much time is spent scrolling social media feeds, email remains the preeminent medium, in both terms of favor, engagement, and imperatively, sales.
If burgeoning global privacy legislation isn’t enough, consumers are perspicuous in their expectations for personalization strategies to be derived from self-reported preference insights and purchase intentions, and absolutely not from cookie tracking.
To turn one-off customers into loyal brand advocates, brands need to implement fully-fledged loyalty programs that exceed occasional freebies, and deliver contextually relevant perks, discounts and personalized offers derived from self-reported preference insights.
Download this free infographic, produced in conjunction with Econsultancy to get the inside scoop on consumer attitudes to privacy, personalization, messaging on loyalty.