MASTERCLASSING

UK consumers don't like when brands wish them happy birthday or use their first names

Tyrone Stewart

Woman phoneJust seven per cent of UK consumers are interested in messages from brands that relate to personal details like their birthday, while only eight per cent are likely to engage with online retailers that address them by their first name, leaving brands with a personalisation problem.

According to a survey of 2,045 UK adults, commissioned by marketing automation suite Pure360 and conducted by YouGov, this problem can be solved with the use of tailored promotions. 45 per cent of respondents said they were prepared to engage with a brand that uses personalised offers in their digital marketing.

Furthermore, 18 to 24-year olds were found to be the most enthusiastic about receiving personalised offers, with 54 per cent saying they would engage with a brand offering this to them.

“Our research indicates that there is a considerable degree of scepticism among consumers regarding the marketing and advertising communications methods of online businesses and retailers,” said Komal Helyer, marketing director at Pure360. “While there is a case for personalised communications, when they represent value and opportunity for the consumer, our findings show that it is essential for businesses to know their audience and understanding the kind of personalised messaging that will lead to positive brand engagement. Personalisation as it was known may be dead, but relevant personalised communication lives on.” 

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