We’re in a world where the pressure to justify marketing spend seems to grow all the time. A hundred years ago, it was okay for John Wanamaker to say: “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” But that era is well and truly over. In the new world of digital, anything that shows demonstrable ROI has a tendency to win people over. This in part explains why print has suffered as a marketing medium. Marketers look at digital with its real-time statistics and their heads are turned. They are able to see likes, clicks, shares, visits, comments, download -- the list goes on. While some of these may be viewed as vanity metrics, they do show a level of impact that can be discussed by CMOs and directors. Most marketers do seem to believe in print, at least anecdotally, but a lack of evidence of its success has somewhat hampered its usage. Click Read More below for additional detail.
Consumers respond to personalized marketing, but retailers must respect certain boundaries.
According to a new survey of 2,590 consumers in the U.S., U.K., France, and Germany from Periscope By McKinsey, “The Art of Personalization – Keeping it Relevant, Timely and Contextual,” 37% of personalized messages received by U.S. consumers had stimulated them to act.
However, respondents were definitely unsettled when they felt their digital or personal privacy is being invaded. Unsolicited communications from companies they don’t know was a top issue for U.S. consumers (41%), followed by the unsettling eeriness of location tracking messages (40%).
Getting a message within seconds of undertaking a purchase or having conducted an online search was identified as the second-most-likely cause for concern by U.S. shoppers (38%). Across nationalities, women were noticeably more likely than men to find receiving location-based messages intrusive and unsettling.
All respondents said they most wanted to receive messages about products relating to their interests. Recommendations related to a previous search also ranked in the top three for shoppers in the U.S. (43%). However, it was updates relating to product availability and/or price that proved particularly popular in all four markets, taking the third spot with 42% in the U.S.
more at source: https://www.chainstoreage.com/technology/survey-personalization-works-until-it-gets-creepy/