Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.
People are living longer and demographics are shifting rapidly, with older consumers switching on to digital. However, being internet-savvy doesn’t mean they are fully confident around social media. Marketers should be aware of the rising ‘silver surfer’ age group, says Phil Aiston, but understand their online behaviour and adjust accordingly when it comes to social marketing.
A study has found that almost a quarter of consumers have submitted bogus personal details – fake data – in order to access information online anonymously. Which means marketers’ databases could be wildly inaccurate and organisations are wasting resources targeting people or places that actually don’t exist. It’s a situation that will only worsen when the new GDPR comes into force next May. So, what’s the solution?