Digital marketing is driven by data. However, it can be challenging for businesses to get hold of this data. Thankfully, if recent survey results are anything to go by, it seems that more and more consumers aren’t bothered about the amount of personal data they share with companies. In a survey carried out by Webtrends, 68% of 18-24 year olds admitted they were unconcerned about the quantity of data they shared with brands. This figure falls to 64% to 25-34 year olds. Conversely, half of over 55s were against sharing data with brands entirely. The survey also asked respondents whether data sharing will be viewed negatively in the future. Only 23% of young people believed it would, compared with 49% of over 55s.
Furthermore, the research found that many consumers are happy to provide personal information to brands – provided that they received something in return. 36% would be persuaded to part with information in return for a discount on clothes, 31% would for free delivery, and 28% would for a cheaper holiday or travel. Consumers also seem to trust retailers far more than travel companies and charities with their personal details.
The results will be of interest for digital marketing agencies and internal marketing teams. Arguably, these figures only reinforce what we already know, but provide further impetus for marketing teams to personalise and target content. Email marketing campaigns packed with content personalised based on individuals’ data will receive a far greater response rate than blanket, generic marketing emails.
If you’d like to create some content for your website or email marketing campaign, give Crowdbait a call. We’re a content marketing agency in York that can help your business climb to the top of the search rankings, build traffic to your website and ensure your business flourishes.