Fresh research published by Experian Marketing Services has thrown a spotlight on the changing relationship between brands and consumers amidst the proliferation of multi-channel marketing.
This has seen consumers demand that brands take more cognisance of their individual requirements, tailoring their approach across multiple online and offline networks in the same manner as people do in their own lives.
The report found that 84% of consumers would cease to do business with an organisation that failed to take account of their preferences or customer history, such as trying to sell them unwanted goods, contacting them in an unwanted manner and offering them products they have already refused.
On the other hand 57% of those polled would proactively endorse a firm which did so by either leaving a positive online review (26%), signing up for promotional emails (22%) or enrolling in a loyalty scheme (32%).
Nigel Wilson, Manager Director, Data & Analytics at Experian Marketing Services, said, “Personalised marketing campaigns driven by the insight gained from a complete picture of customers through a Single Customer View (SCV) across all channels from website to social media to call centre can bring hugely positive results for businesses, yet there is growing intolerance of brands that fail to get the basics right and some clear evidence that marketers are struggling to effectively link their data.”