96% of consumers acknowledge having received mistargeted promotional information and 94% have taken steps to break off communication, including automatically deleting emails, unsubscribing from lists and never visiting the site again. In short, consumers don’t like offers they consider irrelevant to their interests and needs.
88% of consumers have encountered social login- the use of an existing ID from a social network such as Facebook, Google, Twitter, etc. for registration—with more than half (51%) using it to register and login to other sites. Yet while the vast majority of online consumers (91%) are satisfied with social login, and most report a preference for personalized communication, brands have yet to seize the opportunity to improve online marketing as a result of the data they can collect in the social login process.
The study conducted by Blue Research, an independent research consultancy, which surveyed a nationally representative sample of nearly 600 social media consumers in October 2013, confirms that marketers are wasting money providing content to consumers-ads, offers, promotions, etc., that has nothing to do with their interests. People are fed up and taking action.
One of the ironies of marketing is that marketers are taught to “go where consumers are” but consumers don’t want marketers interrupting their online time.
Marketers are going to have to get a lot better at targeting ,but how do they exactly do this when consumers want and need privacy? Believe it or not there are ways to micro-target consumers without invading their privacy. This is why brands need in house marketing people and agencies who can provide better targeting beyond demographics.
