In pro sports, playing dirty rarely pays off in long-term gains—fans are most proud of their team when the players exercise good sportsmanship. It’s the same in the optimization game: You need to keep your fans happy, because they are the reason you play the game. Their perception matters, and it matters a lot. And consumers are becoming more conscious of who’s using their information, and how.
There’s a myth that online consumers react negatively to personalization. Done right, it’s one of the most productive things you can do to improve customer service and satisfaction. Still, you need the right plays, and just like a pitcher reads a catcher, you need to know what consumers are thinking.
So… what do they really think? Survey data from market research firm Econsultancy reveals the following insights:
- 64% of consumers say they would choose to see online ads only from brands they know and trust.
- 84% of consumers are comfortable with companies sharing data in return for better offers and freebies.
- 24% of consumers are comfortable with companies selling data outright.
Attitudes about personalization vary by age group, and behavior “in the moment” is often different than what people report on surveys. Among Millennials, for example, 70% believe that no one should have access to their personal data or browsing behavior—or at least that’s what they report when surveyed. These waters are muddied when considering other survey results: 25% of Millennials said they would share information to get more relevant ads, 51% would share personal data to get something in return, and 56% are willing to share their geographic location in exchange for deals or coupons. Moreover, only 3% of all respondents classified their view of personalization as “negative,” while 57% reported a positive or somewhat positive view.
So how does a digital marketer make sense of this complex and seemingly contradictory information and make sure that your customers are reacting positively to your targeting and personalization efforts? Register now to attend a live webinar with Adobe and Econsultancy to better understand what your customers really think about your targeting efforts, and find out why companies employing website personalization experience, on average, 19% more sales.