Cloud.IQ-2017年个性化营销报告（英文）-2017.10-16页-7mb

Summary of "Me, Myself & I: The Individualisation Imperative"

Core Content

This research report explores the evolving landscape of personalisation in marketing, focusing on how consumers in the UK, US, and Australia perceive individualised experiences and the role of personal data in this process. It highlights the growing demand for individualisation, the importance of trust, and the impact of GDPR on consumer behavior and brand strategies.

Main Findings

Individualisation: The New Frontier

• Consumer Demand: 69% of consumers want brands to offer them an individualised experience online, while 64% expect this from brands.
• Importance of Individualisation: 83% of consumers consider individualised experiences as important.
• Key Contributors to a Great Online Experience (3 Ss):
  • Speed (94%)
  • Seamlessness (92%)
  • Sense of Control (91%)
• Four Key Tenets for Feeling Treated as an Individual:
  • Being rewarded with highly relevant offers (77%)
  • Being remembered (60%)
  • Feeling listened to / understood (59%)
  • Feeling in control / opting in (57%)
• Current Brand Performance: Only 40% of brands are seen to offer meaningful individualised experiences, with the US at 45%, the UK at 35%, and Australia at 36%.

The Personal Data Exchange

• Awareness of Value: 64% of consumers understand the value of personal data as a currency for individualised experiences.
• Consumer Attitudes:
  • Enthusiastic: 20%
  • Brand Selective: 28%
  • Data Selective: 26%
  • Reluctant: 26%
• Preferred Data Types:
  • Product preferences (85%)
  • Previous purchase data (83%)
  • Communication preferences (79%)
  • Basic demographic data (79%)
• Least Preferred Data Types:
  • Identity data (44%)
  • Income data (47%)
  • Political preferences (48%)
  • Mood / emotional data (50%)
  • Friends / family contact details (50%)
• Trusted Brand Types:
  • General online retailers (e.g., Amazon) (52%)
  • Banks, insurance, and financial service providers (49%)
• Less Trusted Brand Types:
  • Travel/holidays/airlines (37%)
  • Mobile, broadband, or media providers (38%)

Trust in an Age of Inertia and Irrelevance

• Lack of Awareness: 76% of consumers are unaware of how many retailers or third parties have access to their personal data.
• Email Overload: 81% have unsubscribed from brand mailing lists due to too much email, with 52% finding it too effortful to unsubscribe.
• Terms & Conditions: 62% never or rarely read them, and 84% believe they should be simpler and more concise.
• Annoyance with Personalised Offers: 77% are frustrated by offers that are irrelevant or not meaningful, and 77% find personalised marketing creepy if done poorly.
• Trust Threshold: 75% say they give brands one chance and will leave if trust is broken.
• Trust Recovery: 47% would never trust a brand again if it misused personal data, with 21% expecting over a year to rebuild trust and 20% expecting six months to a year.

Moving Forwards – GDPR and Individualisation

• Consumer Awareness of GDPR: Only 1 in 10 consumers in the UK are aware of GDPR, with 64% unaware and 26% aware but not understanding its implications.
• Consumer Actions with GDPR:
  • 53% would opt out selectively based on trusted brands
  • 24% would opt out of as much as possible
  • 23% would do nothing
• Benefits of Individualisation:
  • Consumers feel more valued (71%)
  • Say more positive things about the brand (70%)
  • More likely to buy from them (70%)
  • Trust them more (64%)
  • Spend more money with the brand (61%)
  • 48% would share more data to enhance the experience

Key Recommendations

• Brands must move beyond generic personalisation and focus on delivering meaningful, individualised experiences.
• Clear and transparent data practices are essential to build and maintain consumer trust.
• GDPR presents an opportunity for brands to re-evaluate their data usage and enhance consumer trust through better consent and data management policies.
• The future of marketing lies in individualisation, but this requires a deep understanding of consumer preferences and a commitment to ethical data use.