Nearly half of all 20-24 year olds in the UK have stopped using a product or service because they were worried about how it was using their personal information, a gathering of loyalty professionals in Sydney was warned last night.
Matthew Heath, global chairman and chief strategy officer of LIDA London, M&C Saatchi’s customer relationship specialist, which was this month named the UK’s CRM agency of the year for the second year running, said the findings of a study conducted by UK brand consultancy Contagious flew in the face of prevailing wisdom that posits that “young adults” simply don’t care about how their data is used.
Heath pointed to the example of a coffee shop requiring someone’s date of birth in exchange for access to the store’s wifi as a case in point where there was no clearly demonstrated value exchange for the personal information.
“Obviously it makes sense to me that Netflix is going to have a record of what DVDs I’ve watched. But it is off-putting to see a targeted ad based on an email I have sent – it makes me think my email is being read by someone,” the study by Contagious said one if its research subjects asserted.
Heath added that suspicion of Google’s Gmail was clearly growing.
However he added that once personalisation was perfected, it offered enormous opportunities for organisations. “It is both our biggest challenge as well as our biggest opportunity,” he said, adding that “it was all about segmentation, but the world is just not like that anymore.”
Hyper personalisation was a massive opportunity with 31% of consumers saying they would be more likely to make purchases if they were offered personalised experiences such as product recommendations or tailored content.
Here’s some great examples of what companies have achieved.
In other developments, Heath talked about how real-time data was now starting to be really harnessed by organisations to deliver some spectacular results. Foot traffic in retail areas is a case in point.
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]