Stat: Brand marketing fails to get personal

Despite companies' widespread access to people's data and personal information, customers remain unsatisfied with brands' generic communications. Instead, they are seeking more nuanced and personal interactions with brands.

According to research by Cheetah Digital, while companies have never been in a better position to meet these demands, global consumer sentiment suggests that they are falling short. Around the world, there has been a 52% increase in 'disappointment in brand personalisation'.

In particular, consumer dissatisfaction with brand personalisation has increased by 82% in France, while more than half of British consumers say they would be willing to provide personal information and data to feel part of a brand’s community.

To maximise on this opportunity, brands can draw from Feedback Frontiers, using data to build more robust and emotive marketing strategies. ‘Marketers need to create a strategy that involves getting closer to their customers. Customers are saying: ‘We’re happy to provide our data and sign up to your marketing programme in exchange for offers sent directly to me that are relevant’,’ explains Nick Watson, vice-president of customer success at Cheetah Digital.