A recent survey from parcelLab found that almost half of U.S. consumers (49%) say they’ve been marketed to incorrectly by brands they’ve shopped with before and have taken action as a result. Those actions include:
- Unsubscribed from the brand’s marketing efforts (57%)
- Blocked the brand social media (34%)
- Say they won’t buy from the brand anymore (31%)
“Not understanding, or worse, overlooking, how basic data can translate into increased success can be detrimental to your business,” according to the article. “Consumer frustration is at an all-time high, and in a competitive market, brands have an obligation to provide a top-notch experience, which starts with personalization.”
Using the correct data is important in retargeting. Customer data can be placed into two main types of buckets: basic and behavioral data. Basic data includes gender, location and sizing, which can be gathered through purchase histories. Behavioral analyzes how a consumer interacts with a brand and can uncover trends.
Firms would be wise to focus on data voluntarily given to a brand in exchange for something of value that could improve the customer experience. This approach helps eliminate guesswork on the part of the consumer.