Consumers Willing to Give Up Data in Exchange For . . .

Written by Heidi Tolliver-Walker
Print Industry Analyst

If you are engaged in multi-channel marketing, you know the importance of aggregating data from both offline and online sources as part of a comprehensive, integrated marketing strategy. As you solicit and gather that data, a recent survey from Infosys reinforces the importance of offering customers and prospects value in exchange for asking them to give up that portion of their privacy.
According to the study (“Engaging with Digital Consumers,” 2013), 78% of consumers indicated that they would be “more likely” to purchase from a retailer again if it provided them with offers targeted to their interests, wants, and needs. Nearly the same percentage (71%) indicated that they would be more likely to purchase from a retailer again if it provided them with offers targeted to their individual location. This speaks directly to the importance of integrating mobile marketing into a print and multi-channel marketing mix.
Nearly half (45%) of consumers said they would be willing to trade “some privacy” for incentives tailored to their shopping habits, and when it comes to mobile apps, 43% said they didn’t mind if the apps tracked their smartphone’s or tablet’s location if it meant they would receive ads or promotions targeted to their local area.
More than half (57%) said they would be “more likely” to purchase from a retailer again if the retailer kept them updated on new offers and service by social media.
Consumers want to engage with their favorite brands using digital channels, and if your clients are willing to provide consumers with enough value, those consumers are willing to give up significant amounts of personal data in order to get it.
So if your clients are telling you their customers and prospects aren’t willing to provide the data they are looking for, ask the question, “What are you giving them in exchange?”
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Source: Engaging with Digital Consumers (Infosys, 2013)