1.
We Are Not Normal
What You Need to Know about the
Future of Customer Engagement

2.
About the DMA

3.
Resources

4.
We Are Not Normal

5.
Smart Home Assistant

6.
Smart Home Assistant
Q. Which of these do you personally own or would be interested in owning? - A smart home assistant? (% own)
Source: ‘Customer Engagement 2019’ research
2018
23%
2019
26%

7.
Social & Shoppable Ads

8.
Social & Shoppable Ads
Q. Which of the following have you done and which would you be interested in using in the future?
– Bought something directly via a social media advert / shoppable post? (% have done)
Source: ‘Customer Engagement 2019’ research
42%
19%
11%
0%
20%
40%
60%
80%
100%
Bought from Social Ad / Shoppable post?
Millennials Gen X Baby Boomers

9.
Online Chat

10.
Online Chat
Q. Which of the following have you done and which would you be interested in using in the future? – Used a chat
messenger pop up box to speak to a customer assistant when shopping online? (% done)
Source: ‘Customer Engagement 2019’ research
41% 42% 46% 44%
0%
20%
40%
60%
80%
100%
2016 2017 2018 2019

11.
Email Addresses

12.
Email Addresses
Q. How many email addresses do you have?
Source: ‘Consumer Email Tracker 2019’ report
0%
48%
32%
20%
48%
45%
5%
2%
0%
20%
40%
60%
None 1 2 3+
Personal Work

13.
What You Need to Know
About the Future of
Customer Engagement

14.
Channels of Engagement

15.
Email Is Preferred…
Believe email marketing is
relevant
66%
Trust email marketing
45%
Rank email as 1st or 2nd
preferred marketing channel
68%
Source: ‘Customer Engagement: Acquisition & the Consumer Mindset 2019’ report

16.
5%
3%
10%
10%
13%
13%
13%
18%
19%
19%
21%
23%
25%
28%
40%
43%
47%
48%
58%
0% 20% 40% 60% 80%
None of these
Crowdfunding sites
Celebrities, vloggers, bloggers
Podcast/radio advertising
Marketing I see on social media
Magazines/Newspaper websites or apps
Marketing I see browsing online
Outdoor advertising
Consumer reviews
Price comparisons sites
Video websites and apps (e.g. YouTube)
Marketing emails
Brand websites
Magazines/Newspapers
Online shopping sites
In stores
Family and friends
Online search
TV
But Influence is More Broad
Mean
number of
sources
used
4.52
Q. How do you typically find out about new products and services?
Source: ‘Customer Engagement: Acquisition & the Consumer Mindset 2019’ report

17.
0%
20%
40%
60%
80%
100%
Email Post Online Social media Text Face-to-face Phone Messenger
app
16-24 25-34 35-44 45-54 55-64 65+
Social Gains Ground
Q. What way do you prefer to receive marketing messages? (% ranked in top 2)
Source: ‘Customer Engagement: Acquisition & the Consumer Mindset 2019’ report

18.
Trust the Benefits

19.
50%
41%
38%
34%
30% 29%
12%
9% 7%
16%
0%
20%
40%
60%
Building Trust
Q. Which of the following would help you to trust marketing messages
you receive from brands/companies you have not used before?
Source: ‘Customer Engagement: Acquisition & the Consumer Mindset 2019’ report

20.
7%
7%
11%
12%
15%
19%
23%
23%
24%
24%
32%
34%
34%
37%
41%
49%
0% 20% 40% 60%
None of these
Invest in new product/be first to try
It`s cool/impressive
It's fun
Reflects my values better
More eco-friendly
Innovative brand
Easier to use than
More convenient
It's genuine
Free trial/Money back guarantee
It has a good reputation
Higher quality
A friend/family referral offer
Cheaper
Discount/promotion
Trusting New Brands
Q. Thinking about when you are buying products/services, which of the following have encouraged you to try new
brands/companies you haven't used before & which would encourage you to try a newly established/start-up brand?
Source: ‘Customer Engagement: Acquisition & the Consumer Mindset 2019’ report

21.
Engaging Brands
51%
42%
39%
34%
32%
26% 24%
19% 18%
11% 11% 11%
0%
20%
40%
60%
Q. Think about the emails you like to receive from brands/shops/sites,
which of the following best describes why you like them?
Source: ‘Consumer Email Tracker 2019’ report

22.
Relevance = Trust?
Q. Thinking about the marketing messages you receive or see in the following ways how relevant do you find them?
& How much do you trust marketing messages you receive in the following ways?
Source: ‘Customer Engagement 2019’ research
[CELLRANGE] [CELLRANGE] [CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE][CELLRANGE]
[CELLRANGE]
[CELLRANGE]
0%
20%
40%
60%
0% 20% 40% 60% 80%
Trust
Relevance

23.
6%
13%
15%
17%
17%
19%
21%
22%
25%
31%
32%
54%
0% 20% 40% 60%
If I receive adverts that are of interest/relevance to me
It is part of a group of companies that I deal with
They have good online reviews for their products and services
It saves time (i.e. shopping lists/card details)
I get special offers tailored to me
My friends/family recommended them
I get improved service
It is a well-known brand
It is a brand or business I have bought from
I get free services and products in exchange
I can get higher value goods for a lower price
I trust the organisation
Drivers for Sharing Data
Q. Rank the following in terms of what makes you happy to share your personal information with a company?
(% ranked top 3)
Source: ‘Data Privacy: What the Consumer Really Thinks 2018’ report

24.
Pillars Customer Engagement
Relevance
Data
Trust

25.
Customer Engagement

26.
Tim Bond,
Head of Insight, DMA
@tim_j_bond @DMA_UK
research@dma.org.uk
www.DMA.org.uk/research
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