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.
A big thing for brands to consider is how they’re contacting people. A whopping 70.8% of consumers list email as their preferred way to be contacted by brands, compared with a phone call (7.2%) or text (6.1%).
“This research shows us that personalized outreach is crucial for brands looking to make impactful connections with people,” said Infogroup marketing svp Tom Silveri. “But not everyone wants to communicate with brands in the same way. Brands need good data to understand each consumer’s preferences—how much info they’re comfortable sharing, what kind of contact they want with brands and how often.”