Marketers do not understand consumers' concerns regarding consent. As it comes to data privacy and opt in to receiving marketing communications, marketers underestimate by up to 100% all our areas of concern. However, they also underestimate our willingness to (re)opt-in to some of their lists - if there's value in return, of course. (tldr summary of 'Marketers underestimate our trust issues' at http://www.keek.be/2014/marketers-underestimate-our-trust-issues/ )

1. Dear Marketers, how badly
do you know me.
The conversation on data privacy, opt-in and
loyalty consumers and marketeers should
urgently have.

2. US = 1,180 consumers
YOU = 310 marketers
according to the 10th Marketing Gap study by fast.MAP
www.fastmap.com

3. Do you understand just how little we trust you
with our contact and other information?
As it comes to data privacy and opt in to
receiving marketing communications,
marketers underestimate by up to 100%
all consumer's areas of concern.

4. This is how concerned you believe we are if you did any of
the following after we have given you our contact details and
permission to send us communications.
45% 45% 44% 40% 43% 39% 40%
if you passed
our contact
details to
another
organisation
2014 Marketers perception of consumer attitudes
did not keep
the promises in
your
permission
statement
contacted
us too often ignored
information
we’ve supplied
you before
sent us
too much
marketing
material
lost our
contact details
sent
communications
not relevant to
us

5. passed our
contact details
to another
organisation
2014 Consumer attitudes
did not keep the
promises in
your permission
statement
contacted us
too often ignored
information
we’ve supplied
you before
sent us
too much
marketing
material
lost our contact
details sent
communications
not relevant to
us
However, this is how concerend
we actually are if you..
85% 83%
76% 73% 71% 70%
63%

6. Areas of what should be your concern too.
Do not pass on
our contact
details to
another
organisation
Do keep the
promises in
your
permission
statement
Do not contact
us too often
Do not ignore
information
we’ve supplied
you before
Do not send us
too much
marketing
material
Do not loose
our contact
details
Do sent
communications
relevant to us

7. Did you know next year’s changes to EU opt-in requirements for
data gathering mean you’ll have to ask us if we’d actually like to
hear from you?
* blank stare *

8. Now imagine all the organisations that current send us ‘information’
contacting us and asking us if we are happy to stay on their mailing
list. How do you believe we are most likely to respond?
What you silly marketers believe we’ll do.
32% NO
You would not agree for
any of the organisations
27% FEW
You would agree for a
few of the organisations
22% MOST
You would agree
for most
19% ALL
You would agree
for all
2014 Marketers perception of consumer attitudes

9. What we will actually do.
21% NO
We’re not agreeing
for any
55% FEW
We would agree for a few of the organisations
18% MOST
We would agree
for most
6%
ALL
Agree
for all
Would you stay on my mailing list, pretty please?
2014 Consumer attitudes

10. 21% NO
We’re not agreeing
for any
55% FEW
We would agree for a few of the organisations
2014 Consumer attitudes
18% MOST
We would agree
for most
6%
ALL
Agree
for all
32% NO
You would not agree for
any of the organisations
27% FEW
You would agree for a
few of the organisations
22% MOST
You would agree
for most
19% ALL
You would agree
for all
2014 Marketers perception of consumer attitudes
I’m such a bore.
Such pessimism, little marketeer. Some of us do
like the occasional offer or update.

11. 21% NO
We’re not agreeing
for any
All your mailbox are belong to us.
55% FEW
We would agree for a few of the organisations
2014 Consumer attitudes
18% MOST
We would agree
for most
6%
ALL
Agree
for all
32% NO
You would not agree for
any of the organisations
27% FEW
You would agree for a
few of the organisations
22% MOST
You would agree
for most
19% ALL
You would agree
for all
Such arrogance. *mark as spam*
2014 Marketers perception of consumer attitudes

12. What this actually means is that there is a huge area of opportunity to
woo us - more wiggle room than you expected to keep us on your lists. If
you convince us you are worthy of our trust and time.
21% NO
We’re not agreeing
for any
6%
ALL
Agree
for all
32% NO
You would not agree for
any of the organisations
27% FEW
You would agree for a
few of the organisations
22% MOST
You would agree
for most
19% ALL
You would agree
for all
2014 Marketers perception of consumer attitudes
2014 Consumer attitudes
AREA OF OPPORTU NITY

13. discounts &
special
offers
free product
samples get a quote
& look for
cheaper
prices
helpful
information
that makes
life easier
to make an
online
purchase
to receive
money saving
advice to pay
online
to hear about
relevant
products and
services
available
2014 Marketers perception of consumer attitudes 2014 Consumer attitudes
How do I show you I’m worthy?
These would make us happy to opt in to
receiving furture commucations from you.
65% 63%
47% 44% 40% 40% 37% 37%

14. Shall I personalise these for you?
Oh, you mean you’ll be using info about us and our past interactions to
make these communications and offers more relevant? Well..
11% NO
Less likely
we’ll open
them
53% WHATEVER
Honestly, this wouldn’t make a difference to us
NO WHATEVER YES
2014 Consumer attitudes
34% YES
Oh yes, we’d be more likely to
open them
2014 Marketers perception of consumer attitudes

15. I insist.. Well, we are concerned if you use..
Online
adverts we
have clicked
on
Dear Marketers,
Please treat our personal data and contact in-formation
Assumed
information
based on
‘people like
us’
Other
websites we
tend to visit
regularly
Specific
things we
have looked
at on your
website Our previous
purchases
Preference
we’ve given
you
The lenght of
time we
have been
customers
50% 49% 47%
40%
32% 31% 29%
2014 Marketers perception of consumer attitudes 2014 Consumer attitudes
Regards,
Your Consumers
as you would your own.
Earn our interest in your newsletter
before the new data regulation kicks in.
Think twice about which data you gather, and
what you use it for.

16. Dear Marketers,
Please treat our personal data and contact
information as you would your own.
Earn our interest in your newsletter
before the new data regulation kicks in.
Think twice about which data you gather,
and what you use it for.
Regards,
Your Consumers