Infographic: How Consumers Want Brands to Communicate With Them

The fine line between catering to their preferences and freaking them out

In this data-heavy age, brands may feel tempted to use every bit of personal information they can to lure in more customers, but alienating consumers is easier than one might think. According to new research by marketing services company Infogroup, 39.4% of consumers say they’re uncomfortable with any establishment, be it a local business or a large company, using their personal information for marketing purposes.

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This story first appeared in the June 10, 2019, issue of Adweek magazine. Click here to subscribe.