French people and personalized marketing
More and more companies have a personalization of the offer as a marketing and sales strategy. But does this strategy really meet customer expectations? This is the question raised by Emakina and BFM business regarding e-commerce sites. The latter commissioned an independent polling institute (Odoxa) to answer this question. The study focuses more Germany Email Database specifically on the collection of personal data used for personalized marketing. The study is final. 64% of French people do not appreciate receiving personalized advertising on their web channels.
So a first question arises, have companies not confused technological advancement and customer experience? However, the study relates to a B2C context, but we know from other studies such as the Harvard Business Review, for example, that we apply our daily uses in our professional space. That is to say that we proceed in the same way to seek information or that marketing strategies annoy us. Is personalized marketing then an effective strategy to offer a pleasant user experience that can lead to an act of purchase? In addition, is the data collection really reliable and of quality to carry out personalized marketing? What is personalized marketing Before going into this study in more detail, we would like to redefine the principle of personalized marketing with you.
Even if ultimately everything is in the title of this strategy
Personalized marketing is much more complex than you think. The personalization of advertisements on the web can result in a message intended for a specific person. This action is comparable to one to one marketing which places an individual at the heart of the strategy. In the context of personalized marketing, the association with digital advertising is easily done. From a more technical point of view, personalized marketing is only possible through the processing and analysis of data. The objective is to be able to segment information and to respond precisely to customer expectations. In terms of results, personalized marketing makes it possible to attract new customers and retain them.
By going further in the process, it is possible to personalize the exchanges as much as possible via marketing automation. Thanks to scoring, you will be able to know which prospects or leads are more or less ready to call on you. Personalized marketing can also be associated with all the advertising tools, in particular those from Google. The use of adwords, or targeted advertising are the perfect example. Thanks to Google tools, you will be able to precisely target your personas by pushing your site or a page. In addition, with retargeting, you will be able to more effectively reach people who already know your site. The figures of the study The study conducted by Odoxa provides several important results.
These results show the rejection of personalized marketing and data collection
To carry out this study, a sample (962 people) representative of the population aged over 18 answered several questions. The first observation is that on the perception of personalized marketing techniques. The study shows that 64% of respondents do not like being suggested to them advertising. The more technical the marketing technique, the more it is rejected. 65% of respondents do not like receiving newsletters 72% of them reject targeted advertising And 90% of respondents hate pop-ups and 92% of them immediately leave the site When it comes to pop-ups, all generations reject them en masse, even on professional aspects. Only a part of Generation Z accepts it.
What is most disturbing in this study is the reversal of behavior in relation to personalized marketing tools. Indeed, 6 out of 10 French people give false information to marketing tools. In addition, the more we are in a higher age group, the less we tend to bypass this system. In addition, 2 out of 3 French people do not trust companies for the application of the RGPD. Consequently, the phenomenon of false data is increasing. This poses a real problem for companies for the creation of databases. Manuel Diaz, founder of Emakina says that “brands have changed the packaging without changing the product”.