Human Relationships in Marketing is Missing the Mark

Yesterday I shared an article I wrote on the Human Relationship Factor in Advertising.  Today I have results from a study shared by Mediapost that goes into deeper detail. I bolded a few items that caught my attention:

Engage With Customers One-To-One

 

According to SAP Hybris, presenting the findings of a study conducted by Forrester incorporating the evolution of personalization from push messaging to one-to-one personal customer experiences, there is a distinct gap between consumers’ expectations of personalized marketing and what marketers are actually delivering.61% of consumers are less likely to make future purchases following less-than-satisfactory personalized experiences. 91% of marketers are prioritizing personalization but only 16% have the ability to deliver real-time, behavior-based marketing across channels, says the report.
In summary, the study findings reveal:

• While 66% of marketers rate their efforts at personalization as “very good” or “excellent,” just 31% of consumers report companies are consistently delivering personalized, cross-channel experiences
• 40% of consumers say most promotions don’t deliver anything of interest
• 44% of consumers say they receive too many offers and promotions
• 37% of consumers say they delete most email offers and promotions without reading them
• 40% of consumers have unsubscribed or opted-out because they feel overwhelmed
• Among those consumers reporting less-than-satisfactory personalized experiences, 61% said they were “somewhat” or “much less likely” to take advantage of future offers

Because consumers are sharing so much personal data with brands, they expect transactional perks and improved customer experience in return, says the report. While most marketers seek to improve personalized customer experiences from this customer data, their strategies are ineffective.

I’ll touch more on this in the future and as always contact me with questions and comments.