Brands engaging with customers on social media, market researchers say, must bring something of value to the table before they expect customers to be receptive to their message or expect them to share their data.
This was the main message relayed from the industry insight experts at MRS’s annual conference, Impact 2017.
Social media star Alex Pettitt who has more than 2.5 lakh followers on Periscope, the video streaming service, commented that consumers must be provided with something of value and only then can brands expect to ask something in return.
He furthered that with some of the brands he worked, it was frustrating as they only sought to market their social platforms. While, only a few chosen ones actually sought to build a community that loved their brand.
Therefore, as per market research experts, by sharing the content people enjoy, Pettitt earns the right to target them with marketing and sponsored content.
Understanding how to use personized content
As per Simeon Duckworth of Group M, opined that it was no longer the technology impeding personized marketing, rather lack of understanding of how to use it and comprehend its value.
According to him, it’s not so much that we are not capable, but it it’s just that we do not understand how the advertising works well enough.
The limitation, therefore is as much on what we are looking for, as it is what’s technical proficient.
Meanwhile, Celina Burnett, Head of the marketing analytics at Asos.com, cautions that personalization can go too far as well.
It may start to creep out customers who may find it inappropriate and make them concerned as to how their data is being utilized.
This may turn them off from the brand. According technology market research reports, this effect also depends on age, the younger the age group is, the more comfortable customers generally are with you using their information, she commented.
Head of research at O2, Jessica Salmon, said that EU’s upcoming new data regulations, which will require brands to be crystal clear about how they utilize customer personal data, signified a “big opportunity” for brands that act in a responsible and open way online.
It will be the right thing to do and will cut out the slightly creepy part, that brands are concerned about and the bad personalization as well, she added.
Salmon, however also cautioned the market research industry that, with personalization, it also needs to support its own value and expertise.
She added that as an industry we have a challenge, with drive towards the personalization and data science, that it gets picked up by analysts, media companies etc.
Our skills as research industry are in our comprehension as humans and interpreting it, tells a story regardless of where that info comes from.
So from an insight point of view, it’s about bringing that synthesis and consumer understanding and that’s intensely powerful, therefore we should be stepping up that to take a pro-active stance.
If we cling on to doing things the old way, we would be in danger of being obsolete, Salmon finished.