Tangible's fast.MAP Marketing-GAP Presentation

From Marketing Permissions

to MCR

November 2014 | The fast.MAP Marketing Gap

Copyright 2014 Tangible. All rights reserved.

A widening gap between consumers and

marketers?



1,576

2,608

4,247

2005-2008 2008-2011 2011 onwards

DATA BREACHES ARE ON THE UP

Source: http://www.databreaches.net/


Media hype is extending the fear


Consumers are

learning

new protective

behaviours


Marketers under-estimate the extent of this fear

Consumers (1180), Marketers (310). Source: fast.MAP Marketing-GAP, August 2014

How concerned would you be if an organisation did any of the following after you had given it your contact details and permission to send you communications?

Source: fast.MAP Marketing-GAP, August 2014

85%

83%

76%

73%

71%

70%

63%

45%

45%

44%

40%

43%

39%

40%

Passed my contact details to anotherorganisation

Did not keep to the promises in theirpermission statement

Contacted me too often

Ignored information I've supplied before

Sent too much marketing material

Lost my contact details

Sent communications not relevant to me

2014 Consumer attitudes

2014 Marketers perception ofconsumer attitudes


Predictably, more of 55 and overs are worried



18-34 (338), 35-54 (417), 55+ (425). Source: fast.MAP Marketing-GAP, August 2014

78%

75%

73%

65%

68%

69%

55%

81%

81%

71%

70%

64%

69%

56%

93%

91%

84%

83%

80%

71%

75%

Passed my contact details to anotherorganisation

Did not keep to the promises in theirpermission statement

Contacted me too often


Sent too much marketing material

Lost my contact details


18-34

35-54

55+


In an increasingly digital world,

it is only going to get worse,

right?



Yes, it’s tracking you!


15,000,000,000,000,000,000 Bytes

Google’s data storage capacity




The

‘Internet of Everything’

will push the boundaries further




Digital marketing,

using monitored data,

is contributing to the worries of

consumers




It’s what they don’t fully understand that

generates the most fear


And we vastly under-rate consumer concerns…


How concerned are you about organisations making their communications more relevant to you, by using the following types of information they hold about you and your past interactions with them?


50%

49%

47%

40%

32%

31%

29%

30%

31%

33%

31%

34%

31%

32%

Online ads I have clicked on

Assumed information based on 'people likeme'

Other websites I tend to visit regularly

Specific things I've looked at on theirwebsite

Previous purchase

Preferences that I had given them

The length of time I've been a customer




As marketers, we must bear some

responsibility


Because it’s becoming

an irrational fear


They’re even worrying about things they shouldn’t

Consumers (1180), Marketing agencies (132), End clients (178). Source: fast.MAP Marketing-GAP, August 2014

How concerned are you about organisations making their communications more relevant to you, by using the following types of information they hold about you and your past interactions with them?


50%

49%

47%

40%

32%

31%

29%

33%

34%

36%

36%

38%

36%

37%

28%

29%

30%

28%

31%

27%

29%

Online ads I have clicked on

Assumed information based on 'peoplelike me'

Other websites I tend to visit regularly

Specific things I've looked at on theirwebsite

Previous purchase

Preferences that I had given them

The length of time I've been a customer

Consumers

Agencies

Clients


Luckily,

consumers

are full of

contradictions


We know they don’t like admitting that it works

7%

4%

54%

27%

7%

3%

3%

29%

43%

22%

Much less likely

A liitle less likely

Would make no difference

A little more likely

Much more likely

2014 Consumer Attitudes


How much more likely to respond to communications are you when the sender uses information about you and your past interactions to make these communications and offers more relevant?




But we also know they don’t want us to ignore it

73%

63%

40%

40%









So…

Let’s talk about the future


The issue of marketing permissions

is moving from a soft problem

to a hard problem


How many of you are familiar with the EU Data Protection

proposals?


And who’s organisation is already taking it seriously?



The Key Changes…. SIMPLIFIED!

NOW PROPOSED

CONSENT ‘Opt out’ for some media ‘Opt in’ across all media

PROFILING & 3RD PARTY USE

No additional permission required

Explicit consent required

ACCESS TO DATA Chargeable Must be free

SUPPRESSION REQUESTS

Data can be flagged “Do Not Contact”

Data must be erased



Trust in businesses is gradually diminishing

63% 55%

0%

10%

20%

30%

40%

50%

60%

70%

2012 2013 2014

“I trust businesses with my personal information online.”

Source: TRUSTe Privacy Index, 2014 UK Consumer Confidence Edition


The new regulations

will force us to become

better marketers


We need to stop “asking for permission”


And start inviting customers into positive

relationships with us

… as romantic as that sounds!



A consequence we need to embrace…

£


We need to re-frame the problem


An Example that paid dividends…

ORGAN DONATION



For Marketing Permissions,

we can do this in 2 stages…

Simple Reframing: Asking in a more positive way Fundamental Reframing: Attracting people into a brand relationship


ASKING IN A MORE POSITIVE WAY

Simple reframing….


How many of you are parents?



TEENAGE CANCER TRUST, asking nicely….


…John Lewis too


INVITING PEOPLE INTO A MUTUALLY

BENEFICIAL RELATIONSHIP

The more fundamental reframing….


PERMISSION STATEMENTS

RELATIONSHIP INVITATIONS


What will they get in return?

What would make them recommend it

to their friends?

What are the behaviours that will generate demand?

What are the benefits to the

customer?


Maintaining a channel to market


So what makes a good

RELATIONSHIP INVITATION


A

‘Value Exchange’

that attracts

opt-in


So, what kind of

value exchanges attract

‘marketing permissions’?


Free stuff / discounts / convenience / help

65%

63%

47%

44%

40%

40%

37%

37%

Get discounts/special offers

To receive free product samples

To get a quote/look for cheaper prices

To get helpful information to make my…

To enable me to make an online purchase

To receive money saving advice

To pay online

To hear about other relevant products…

2014 Consumerattitudes

Consumers (1180). Source: fast.MAP Marketing-GAP, August 2014

How important would the following benefits be in making you happy to opt in to receiving future communications from an organisation?



And again, we don’t get it!

65%

63%

47%

44%

40%

40%

37%

37%

43%

47%

40%

37%

35%

38%

35%

33%

36%

42%

30%

27%

26%

27%

25%

24%

Get discounts/special offers

To receive free product samples

To get a quote/look for cheaper prices

To get helpful information to make my…

To enable me to make an online purchase

To receive money saving advice

To pay online

To hear about other relevant products…

Consumers

Agencies

Clients

How important would the following benefits be in making you happy to opt in to receiving future communications from an organisation?


Consumers (1180), Marketing agencies (132), End clients (178). Source: fast.MAP Marketing-GAP, August 2014


Permissions can help you

steal a march on your competitors


SOME GOOD PRACTICE, IN ACTION…


COW & GATE


COW & GATE


KRISPY KREME


KRISPY KREME


PAMPERS


PAMPERS


• Consumers are more worried than you think

• Be more transparent with you privacy policies

• Switch from thinking ‘Seeking Permission’ to ‘Relationship Invitations’

• Make the benefits of the ‘relationship’ clear and obvious

• Test various ‘value exchange’ ideas for different audiences

• Develop behaviours to ATTRACT customers to your brand

• Profit from a smaller but more engaged consumer database

• Start NOW, before the law forces your hand

To sum up…


MCR

If you want your future Customer Relationship Marketing to succeed,

you’ll need to master the art of Marketing your Customer Relationship

Final Thought….


That’s it….

…questions?

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