One of the best ways to increase the success of any marketing campaign is by targeting your message. Whether you are looking to target by geography, behavior, lifestyle or demographic – it all starts with getting intelligence on your customer base. The more you know, the easier it is to develop targeting protocol. Consumers are becoming more and more wary of giving out information. A recent consumer study on how much consumers trust online companies with their personal information shows us to
what extend consumers lack trust.
- Over 6 in 10 consumers said they have no trust in online companies with regard to their personal information
- One-third have some trust
- Just 2% have complete trust in online companies
- 4% have such little trust, they refused to answer the question
What Does This Mean To You?
Part of creating long-term customer loyalty is developing trust with your customers. If you are collecting information, whether it be an email address, a phone number, getting them to sign up for a text program, following or connecting with them via social media or even getting their home address – make sure you let them know that you will not share their information. For text, email and social media, let them how often they can expect to receive communication. Then, most importantly, don’t share their information or bombard them with offers. Also, consumers want something in exchange for their information, the more you are willing to give them in the form of an offer, the more likely they are to provide you with their personal information. For more information on creating successful targeting campaigns, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: EMarketer; American Consumer Institute