New research from Treasure Data shows that only 26% of brand communication is relevant to UK consumers. It comes as 21% of Brits believe they have given away more of their personal data to brands since the start of the pandemic.
The research shows that brands are still struggling to utilise effectively the personal data provided by consumers to tailor relevant and engaging communications. 44% of UK consumers said they expected more from brands after having shared their personal data, than they currently receive.
This is concerning, particularly during the run up to Christmas, given the number of times that consumers are contacted by brands. Almost 8 in 10 (79%) consumers hear from brands at least once a day, with the average Brit hearing from brands 12 times per day. Younger people receive the most communication from brands, averaging 16 times per day for those aged between 18-34.
But whether consumers believe they are getting a good level of brand communication differs hugely by age. Four in 10 young people (18-34) believe they have seen benefits from sharing their data with brands as they have received tailored services, however, as little as 17% of over 55s believe this to be the case for them.
“In the era of big data collection, it’s disappointing that consumers still feel they aren’t receiving the right value from brands for sharing their personal data. As we enter the golden 8 weeks for retail, the opportunity to win consumer loyalty, and boost sales opportunities through improved, personalised communications is huge.
“To succeed, brands must work harder to collect and interpret their customer data more effectively. Marketers that implement robust data management strategies will ultimately help businesses make better decisions. Delivering relevant and timely communications which demonstrate a 360 view of the customer is the secret weapon when it comes to consumer satisfaction, and brands can’t afford to risk falling short.”
– Andrew Stephenson, Director of Marketing, EMEA at Treasure Data