Consumers are more likely to offer their personal details to a brand that is seen to be transparent, rather than in return for a cash reward – according to research carried out by fast.MAP.
The research from the fast.MAP / Direct Marketing Association (DMA) May 2010 Data Tracker (sponsored by Equifax) revealed that consumers are far more willing than previously thought to hand over personal details … providing marketers have built a relationship with them first.
- Three quarters of consumers are happy to share their personal information for marketing purposes with companies that they have a relationship with
- They also believe that brands they know well will treat their personal details responsibly
In stark contrast marketers need to be aware of the following:
- 89% will not share their details with companies with which they do not have a relationship – unless they are companies which sell products they have to buy, such as insurance, when 62% would share information
- And 72% will not share information with companies connected to the companies they have a relationship with eg those in the same group or partnership
It is also interesting to note that money off vouchers have little influence on willingness to provide data with just 28% in agreement that this would make them hand over data.
Marketers should also note that more than half of those who have opted out of appearing on the Edited Electoral Register have done so specifically to avoid unwanted marketing contact.
