Dear Marketers, How Badly Do You Know Me!

The conversation on data privacy, opt-in and

loyalty consumers and marketeers should

urgently have.

Dear Marketers, how badly do you know me.

US = 1,180 consumers

YOU = 310 marketers

according to the 10th Marketing Gap study by fast.MAPwww.fastmap.com

Do you understand just how little we trust you with our contact and other information?

As it comes to data privacy and opt in to receiving marketing communications, marketers underestimate by up to 100% all consumer's areas of concern.

This is how concerned you believe we are if you did any of the following after we have given you our contact details and permission to send us communications.

if you passed our contact

details to another

organisation

2014 Marketers perception of consumer attitudes

did not keep the promises in

your permission statement

contacted us too often ignored

information we’ve supplied

you before

sent us too much marketing material

lost our contact details

sent communications not relevant to

us

45% 45% 44% 40% 43% 39% 40%

passed our contact details

to another organisation

2014 Consumer attitudes

did not keep the promises in

your permission statement

contacted us too often ignored

information we’ve supplied

you before

sent us too much

marketing material

lost our contact details sent

communications not relevant to

us

However, this is how concerend we actually are if you..

85% 83%76% 73% 71% 70%

63%

Areas of what should be your concern too.

Do not pass on our contact details to another

organisation

Do keep the promises in

your permission statement

Do not contact us too often

Do not ignore information

we’ve supplied you before

Do not send us too much marketing material

Do not loose our contact

details

Do sent communications

relevant to us

Did you know next year’s changes to EU opt-in requirements for data gathering mean you’ll have to ask us if we’d actually like to hear from you?

* blank stare *

Now imagine all the organisations that current send us ‘information’ contacting us and asking us if we are happy to stay on their mailing list. How do you believe we are most likely to respond?

What you silly marketers believe we’ll do.

32% NOYou would not agree for any of the organisations

27% FEWYou would agree for a

few of the organisations

22% MOSTYou would agree

for most

19% ALLYou would agree

for all

2014 Marketers perception of consumer attitudes

Now imagine that all those organisations curently sending us information contact us to ask if we are happy to stay on their mailing list. How many would we say ‘yes’ to?

What we will actually do.

21% NOWe’re not agreeing

for any

55% FEWWe would agree for a few of the organisations

18% MOSTWe would agree

for most

6% ALLAgree for all

Would you stay on my mailing list, pretty please?

2014 Consumer attitudes

21% NOWe’re not agreeing

for any

55% FEWWe would agree for a few of the organisations

18% MOSTWe would agree

for most

6% ALLAgree for all

32% NOYou would not agree for any of the organisations

27% FEWYou would agree for a

few of the organisations

22% MOSTYou would agree

for most

19% ALLYou would agree

for all

2014 Marketers perception of consumer attitudes

2014 Consumer attitudes

I’m such a bore.

Such pessimism, little marketeer. Some of us do like the occasional offer or update.

21% NOWe’re not agreeing

for any

55% FEWWe would agree for a few of the organisations

18% MOSTWe would agree

for most

6% ALLAgree for all

32% NOYou would not agree for any of the organisations

27% FEWYou would agree for a

few of the organisations

22% MOSTYou would agree

for most

19% ALLYou would agree

for all

Such arrogance. *mark as spam*

All your mailbox are belong to us.

2014 Marketers perception of consumer attitudes

2014 Consumer attitudes

21% NOWe’re not agreeing

for any

6% ALLAgree for all

32% NOYou would not agree for any of the organisations

27% FEWYou would agree for a

few of the organisations

22% MOSTYou would agree

for most

19% ALLYou would agree

for all

2014 Marketers perception of consumer attitudes

2014 Consumer attitudes

What this actually means is that there is a huge area of opportunity to woo us - more wiggle room than you expected to keep us on your lists. If you convince us you are worthy of our trust and time.

AREA OF OPPORTU NITY

discounts & special offers

free product samples get a quote

& look for cheaper prices

helpful information that makes life easier

to make an online purchase

to receive money saving advice to pay

online

to hear about relevant products and services available

2014 Marketers perception of consumer attitudes 2014 Consumer attitudes

How do I show you I’m worthy?

These would make us happy to opt in to receiving furture commucations from you.

65% 63%

47% 44% 40% 40% 37% 37%

Shall I personalise these for you?

Oh, you mean you’ll be using info about us and our past interactions to make these communications and offers more relevant? Well..

11% NOLess likely we’ll open

them

53% WHATEVERHonestly, this wouldn’t make a difference to us

NO WHATEVER YES

34% YESOh yes, we’d be more likely to

open them

2014 Marketers perception of consumer attitudes

2014 Consumer attitudes

I insist.. Well, we are concerned if you use..

Online adverts we have clicked on

Assumed information based on ‘people like us’

Other websites we tend to visit regularly

Specific things we have looked at on your website Our previous

purchases

Preference we’ve given you

The lenght of time wehave been customers

50% 49% 47%40%

32% 31% 29%

2014 Marketers perception of consumer attitudes 2014 Consumer attitudes

Regards,Your Consumers

Dear Marketers,

Please treat our personal data and contact in-formation as you would your own.

Earn our interest in your newsletter before the new data regulation kicks in.

Think twice about which data you gather, and what you use it for.

Regards,Your Consumers

Dear Marketers,

Please treat our personal data and contact information as you would your own.

Earn our interest in your newsletter before the new data regulation kicks in.

Think twice about which data you gather, and what you use it for.