埃森哲-2019年消费者调查（英文）-2020.1-16页_1mb

Accenture Interactive: Summary

Core Content

Accenture Interactive's 2019 Consumer Pulse Survey explores the evolving relationship between brands and consumers in the context of digital advertising. The survey highlights the importance of balancing data usage with respect for consumer privacy and the need for brands to adopt a more human-centric approach to data collection and marketing.

Main Points

• Consumer Expectations: Consumers expect brands to know and understand them, but they also value privacy. There is a growing demand for transparency in how data is collected and used.
• Data Collection: Brands must collect data responsibly and with clear purpose, ensuring that consumers feel their information is being used ethically and for their benefit.
• Effective Data-Driven Marketing: Brands that provide a seamless, personalized experience while maintaining transparency and respecting consumer boundaries are more likely to succeed.
• Regulatory Environment: Privacy regulations like GDPR and CCPA are shaping how brands handle data. Compliance is essential, but ethical considerations must also guide data practices.
• Consumer Preferences: Many consumers are willing to share personal data if they trust the brand and see value in return, with 65% expressing willingness to share more data.

Key Findings

• 73% of consumers are willing to share more personal information if brands are transparent about its use.
• 66% of consumers find it creepy when ads follow them across devices.
• 69% of consumers who found a brand too personal would stop doing business with it or reconsider their relationship.
• 51% of consumers who left a retailer/branded website due to poor personalization believe invasive ads are on the rise.
• 93% of consumers agree that every interaction with a brand should be excellent, regardless of where it occurs in the purchasing journey.

Top 5 Creepiest Advertising Techniques

1. Receiving an ad for something you talked about near a voice assistant but never searched for (73%)
2. An ad that follows you across devices (69%)
3. A chatbot with access to your past online shopping (not just purchases) (66%)
4. An ad on a social media site based on a recent shopping visit on another site (66%)
5. A chatbot with access to your past customer service interactions (64%)

Effective Strategies for Brands

• Full Transparency: Clearly communicate how data is used to build trust.
• Smart Use of Walled Gardens: Use high-quality data sources like Amazon, Facebook, and Google but ensure consistency across platforms.
• Cohesive Experience: Connect digital ad experiences with the overall customer experience, ensuring relevance to the channel.
• Behaving Like a Human: Avoid over-automation by capping ad frequency and respecting consumer boundaries.
• Correct Attribution: Ensure data collection helps in accurately attributing ad effectiveness to consumer decisions.

Regulation and Compliance

• Brands must comply with evolving privacy regulations such as GDPR and CCPA.
• 76% of consumers are uncomfortable with data collection via microphones or voice assistants.
• CMOs play a pivotal role in advocating for customers and ensuring data practices align with both regulations and ethical standards.

Setting the Right Tone in Data Usage

• Zero-Party Data: Consumers willingly share data when they perceive value.
• First-Party Data: Brands should collect only what they have a right to know and use for personalization.
• Second- and Third-Party Data: Brands can use these to enhance their understanding of consumers, but with a balanced and humane approach.

Seamless Customer Experience

• Brands should focus on creating a seamless, consistent experience across all customer touchpoints.
• Techniques such as fresh opt-in methods and bringing ad-tech contracts in-house can improve transparency and control.
• Data architecture must reflect current regulations to ensure compliance and ethical use.

Methodology

• The survey included 8,000 consumers from Canada, France, Germany, Italy, Spain, Sweden, the UK, and the US.
• It aimed to understand how consumers interact with brands and what they expect from digital advertising.

Conclusion

Brands that respect consumer privacy, are transparent, and provide value through data-driven marketing will be more successful in building trust and loyalty. The future of digital advertising lies in balancing personalization with ethical data practices to create a seamless and human-like experience.