Relevancy Drives Response

Customers are in control as they have ultimate power, multiple global choices and are intolerant of one-size-fits-all messaging.  As a result consumers are increasingly difficult to reach and engage and are tuning out, defecting from brands and voicing their viral opinions.   In fact, 41 percent of consumers polled said they would consider ending a brand relationship due to irrelevant promotions, and an additional 22 percent said they would definitely defect from the brandRelevant messaging is the only way to forge relationships with your customers.

However, staying relevant, valued and connected to customers has become the number one challenge for marketers.  Seventy-six percent of marketers reported not realizing the full revenue potential from their current customer base.  Other key findings from this study include:

• While 64 percent of consumers say promotional offers dominate both the email and traditional mail they receive, only 41 percent view these as must-read communications.
• Of the 91 percent of consumers who opt out or unsubscribe to emails, 46 percent are driven to brand defection because the messages are simply not relevant.
• Yet, while marketers continue to weigh the pros and cons of email versus printed postal mail, consumers are much more concerned about the level of individualization and understanding of their needs and relationship with the brand.

“Lee the end message is clear, this economy has shifted influence and power to the customer” said Liz Miller, VP of the CMO Council,  “and the consumers are  saying in very clear words STOP sending me mass messaged, irrelevant (and irritating) waste or  I will take my business to a company that actually takes the time to know me.”

You can download the report at

www.precisionpromotion.org

Related posts:

1. Data Analytics is Critical for Precision Marketing
2. Precision Marketing Identifies High Value Customers