![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
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Relevance](https://image.slidesharecdn.com/5-191105134242/85/MarTechFest-Tim-Bond-22-320.jpg)
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#MarTechFest - Tim Bond
This document discusses the future of customer engagement based on research from the DMA. It finds that while email is still a preferred marketing channel, influence comes from many sources. Trust is built through relevance, data privacy, and establishing a good reputation. Emerging technologies like smart home assistants and social/shoppable ads are gaining ground but influence remains broad. The key pillars for effective customer engagement are identified as relevance, data privacy practices, and trust.
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#MarTechFest - Tim Bond
- 1. We Are NotNormal What You Need to Know about the Future of Customer Engagement
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- 4. We Are NotNormal
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- 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%
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- 8. Social & ShoppableAds 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
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- 10. Online Chat Q. Whichof 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
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- 12. Email Addresses Q. Howmany 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 Needto Know About the Future of Customer Engagement
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- 15. Email Is Preferred… Believeemail 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 OnlineSocial 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
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- 19. 50% 41% 38% 34% 30% 29% 12% 9% 7% 16% 0% 20% 40% 60% BuildingTrust 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
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- 26. Tim Bond, Head ofInsight, DMA @tim_j_bond @DMA_UK research@dma.org.uk www.DMA.org.uk/research Want More?
Editor's Notes
- #3 Background on us (Data & Marketing Association) We are the driving force of intelligent marketing & the champions for the way things should be done We believe in: The rich fusion of technology, diverse talent, creativity, and insight Underpinned by the customer-focused principles defined in The Code (Core tennet of which you can see here) Our membership: Comprised of over 1,000 businesses around the UK Made up of brands, agencies and marketing technology/service providers
- #4 Our offer: Range of membership services and community opportunities Including best practice guidance, over 100 events per year and industry insights The likes of which I’ll talk to you about today A full range of training through our world-renowned Institute of Data & Marketing Serving both on & offline, short & long form learning Delivered by leading practitioners We’re also helping to bring the next generation of talent into our industry through our DMA Talent team Through mentorship programmes & workshops Also working with government & universities We are pushing the data & marketing industry forward To meet the need of people today and tomorrow Find out more at the DMA.org.uk (or feel free speak to me after)
- #5 Onto why we aren’t normal…and why this is important to remember… Out of interest, thinking about your target audience for you/your clients How many of you are actually in that demo? 100%?
- #6 Who here owns a Smart Home Assistant? (Alexa/Google Home/etc.) How about using Voice (either through these/smartphone/laptop) somewhere in the purchase cycle?
- #7 Well only a quarter of your customers do… This also hasn’t changed greatly over the last couple of years This doesn’t mean there isn’t opportunity There are some really engaging ways we can use this new channel But lets keep its reach in perspective!
- #8 Who here has seen an Ad (or Shoppable Post) on Social Media and actually bought that item (directly)?
- #9 Overall, it’s just 1 in 4 customers (24%) Although we see here there is a definite difference in age Although here I’d also ask how many brands are targeting ‘Millennials’… (…let alone how many actually should be!)
- #10 Thinking about Online Chat or Messenger Apps How many of you have used one of these to To speak to customer service assistant? To get advice on an item/product? To buy a product/item?
- #11 Well for customers, less than half have actually done this Moreover, at least 10% of these say they wouldn’t do it again! This doesn’t mean these services aren’t valued and useful, they are… …But we can’t assume WE are NORMAL…
- #12 I don’t need to ask who has an email address…but how about more than one person email account? (3 or more?) How about a work email address? Anyone here not have one?
- #13 Well, half of ‘normal’ people just have 1 Personal Email address Majority have 1 or 2 But half of people DON’T have a work Email! Thinking about how WE use email and applying to customers Just ISN’T right We Are Not Normal
- #14 Why have I gone through all this? I could have gone through stats about: AR/VR Subscriptions Podcasts Other channels & lots more… It’s a bit of fun and get you all moving a bit But more importantly, it’s to get you thinking about how your customers differ from you!
- #15 Thinking about that last question I asked about email We hear and talk a lot about how ‘email is dead’ or ‘inbox overload’ But when we asked consumers earlier this year
- #16 They told us that Email remains the key channel consumers engage with It’s reported as the most ‘Relevant’, ‘Trusted’ And generally preferred channel to receive marketing
- #17 However, when we asked about how they discover new products/services it’s clear there’s a broader picture Range of both digital and non-digital sources influence brand discovery/inspiration ‘TV’ tops the list of influencers (58%) Despite reports of its demise for a number of years Followed by ‘Online search’ (48%) and ‘Family & friends’ (47%) Pointing to trends in self-research & referrals seen in recent years Interesting to still see ‘In store’ up there too, pointing to the want for tactile/real-life experiences too This mix of marketing influences is true across generations, but there are some notable differences Younger generations more likely to use digital sources and engage with ‘Online’ and ‘Social media’ marketing Over half (59%) 16-24s agree that the adverts they see on ‘Social media’ are more interesting than elsewhere (vs. 30% for all respondents) 60% of ‘Millennials’ claim they have discovered new brands through ‘Social media’ (vs. 41% overall)
- #18 This trend is something we see within channel preferences 16-24s rank ‘Social media’ in top 2 (45%) – even more than ‘Email’ this year! (43%) In contrast, ‘Post’ resonates much more with older generations Although it’s worth noting ‘Post’ still clearly engages ‘Older Millenials’ too (1981-1999; 20-29 y/o) It may also be that less 16-24 year olds are even receiving marketing via these channels due to life circumstances (Living with parents/rental moving/house sharing)
- #19 Why does this matter? Well I think we’d all agree that trust is important Particularly in a world of fake news, personal data concerns and the (seemingly) ever-declining erosion of trust in institutions But what can marketers do?
- #20 Well there are ways we can build consumer trust in the marketing they receive… ‘Friends & family’ and ‘Customer testimonials’ are the most commonly used Followed by ‘Brand reputation’ and ‘Independent expertise’ Few say ‘Influencer endorsements’ impact their ability to trust in marketing Though this does rise to 23% among 16-24s
- #21 Asking about what encourages them to try a brand for the first time or to try a start-up/new brand ‘Discount/promotion’ and ‘Price’ are (unsurprisingly) most attractive But there are also some significant differences in what drives engagement with these new brands: Consumers see a ‘Genuine’ brand feel as more important in encouraging them to try a start-up (24%) And ‘Innovativeness’ (24% Along with drivers like ‘Convenience’ and ‘Easy to use’ The security of a ‘Free trial’ or ‘Money-back guarantee’ is also an attractive incentive to try a start-up (32%) Linked to the idea of research (as seen earlier) and minimising risk But surprising to see the idea of ‘Genuineness’ being a big driver too
- #22 When we ask consumer about the content they like to receive (in an email in this case) A pattern emerges that we see across channels: ‘Offers’ (consumers always want free stuff) Then this idea of ‘Relevance’ and ‘Usefulness’ (Could even argues ‘Not emailed too often’ is linked to this too) The only way to achieve this relevance is data, but does it effect trust?
- #23 Put simply, yes… There’s clearly a link here, but which way round we can’t be 100% sure
- #24 Linking to that point around sharing data, Trust is THE primary driver in consumers being wiling to share their data with you Even ahead of ‘Free stuff’!
- #25 You can see from these couple of slides that these 3 areas are inextricably linked! You can’t succeed at one without the others (Not in the long run anyway) The secret to successful customer engagement programmes is right here Yes there’s creative brilliance, strategic thinking and technological genius But these pillars are the key to offering your customers the experiences they want
- #26 This is just a snapshot of some of the insights (largely from CE-Acquisition report) But to me they highlight how successful brands will be those that are able to combine Being diligent and responsible with their data While putting the customer at the heart of what they do To create intelligent marketing that engages But the key here is to remember that we (people in the industry) are not the norm So look to your customers, speak to them, Look at what they tell you through the data Then you’ll be able to truly understand their mindset And how, where and when to engage them Whether that’s for the first time or to drive loyalty
- #27 All this and more are available in the full report And other Customer Engagement research available at DMA.org.uk That’s it from me Happy to field any immediate questions Or here’s how you can get hold of me (& my team) too…