When Canucks give personal info, they expect tailored offers: study

July 04, 2012  |  Alicia Androich  |  Comments

Sending a vegan coupons for steak is more than just an inattentive snafu—it’s the type of bad marketing that can stop consumers buying from a company, according to a new study.

The results from an online study that Leger Marketing completed for SAS Canada in the spring show what Canadians expect back from a company once they’ve shared personal information.

The resounding answer is customized offerings and deals. In fact, the survey shows that 73% of Canadians expect tailored marketing after they’ve provided personal information, including things like their email address, birthday, age or income.

Of those who share personal data, a mere 37% say they receive more personalized marketing in return.

How does this directly impact marketers? Half of respondents said they have stopped giving a company business because of a negative marketing experience.

Canadians expect more of a “give and get” from organizations when it comes to sending them relevant communications, said SAS Americas executive lead for customer intelligence Lori Bieda, in a release. Consumers are looking for offers that match their interests once they’ve provided companies with pieces of personal data.

Marketers that don’t tailor messages based on consumers’ interests risk having their communications “relegated to ‘junk mail,’ and…don’t get share of mind, never mind wallet,” said Bieda.

Those that do tailor messages have the chance to reap the rewards: half of the respondents said they’d be more likely to buy from a company that customizes its marketing.

Attempts to do so won’t go unnoticed by consumers: two-thirds of Canadians said they can tell when a company has done its research and personalized its marketing to them.

The survey was completed by a representative sample of 1,511 Canadians.

To see the full report, click here.

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