Report Summary

Understanding and capturing customer data is a challenge

Data analysis to extract predictive findings from “Big Data” is now seen as the most necessary skill for marketers (37% of respondents)—a significant increase from the 17% who said this was true five years ago.

Consumers say they most prefer e-mail for initial product research and post-sale follow-up

For an initial introduction to a product, consumers prefer e-mail (37% of respondents) followed by printed catalogues (35%) and personal referrals (33%). E-mail is also a preferred channel for post-purchase follow-up. And yet marketing budgets are still skewed in favour of company websites over e-mail.

While marketers are focused on personalising messages, consumers see them as superficial and prefer customised product recommendations

The majority of consumers (63%) claim that personalisation is now so common that they have grown numb to it, with 33% of consumers citing superficial personalisation as one of their top annoyances. About one in five consumers say that customised offers make them feel valued as customers.

Marketing executives underestimate consumer concerns about privacy

Some 21% of consumers say they are “very concerned” about the privacy of information contained in e-mail communications with vendors; 39% say they are concerned about information tracked by cookies when visiting company websites. In contrast, only 23% of executives say their organisation’s customers are very concerned about the privacy of their information in the company’s marketing databases.

Date Published: June 12th 2013

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