Personalized Messages Viewed By Many as Annoying and Overused
June 12, 2013 -- A survey of U.S. and U.K. online consumers finds the majority believes that personalized marketing messages have become more frequent over the past five years, and that many of the customized messages received are annoying because the attempts feel superficial.
The study, by Economist Intelligence Unit (EIU) and sponsored by Lyris, examined digital marketing trends and gaps in understanding between consumers and marketers.
PERSONALIZED MARKETING MESSAGES, TODAY VERSUS 5 YEARS AGO
Compared to five years ago:
- 81% say they receive more marketing messages today that include their names.
- 76% say they received more customized offers now.
- 70% say more emails contain personal details, such as past purchases.
PERSONALIZED MESSAGES SEEN BY MANY AS AN ANNOYING, OVERUSED TACTIC
- Only 32% agree “personalization of marketing messages benefits consumers,” compared with 43% who disagree.
- A majority -- 70% -- believe that many personalized marketing messages are annoying because “attempts at personalization are superficial,” while only 17% disagree with that statement.
- Nearly two-thirds (63%) say they receive so many personalized messages that this tactic no longer makes any difference to them.
- About one in five (22%) agree that personalized offers are more likely to meet their needs than mass-market offers.
- 20% say the inclusion of personal details (like previous transactions) makes them feel valued as customers.
- 17% sometimes respond to custom offers because they believe they get better deals that way.
- 14% say they appreciate receiving personally addressed messages and are more likely to read them.
PERSONALIZED MESSAGING FEATURES MOST APPRECIATED
Asked “when companies personalize their communications with you, which features do you appreciate most?” the top answer, chosen by nearly 30% of respondents, was “recommendations for specific products I might like.”
Approximately one in 10 appreciate communications from companies (e.g., email messages) that include content that is “individualized for me personally.”
About: Conducted by the Economist Intelligence Unit (EIU) for Lyris in spring of 2013. Survey of 409 consumers balanced evenly between the U.S and the U.K. representing a balance of ages and income groups, with nearly equal gender representation.
More than one-quarter (27%) of those surveyed are self-proclaimed “power users” of social media, consumer websites, and online searches. Another 59% called themselves “knowledgeable” in the use of digital media for seeking product information, and 12% go online as a secondary source of information. The remaining 1% relies completely on traditional media.
Source: Lyris, Mind the Digital Marketing Gap – Consumer Survey, accessed June 12, 2013.