The best way to engage with Australian consumers is through real-time, hyper-personalised experiences, a new eConsultancy report, in partnership with Cheetah Digital has revealed. You can read the full Australian version HERE.
The report, 2022 Digital Consumer Trends Index: Consumer Attitudes and Trends in Personalisation, Privacy, Messaging, Advertising and Brand Loyalty showed consumers across Australia interact with a brand on multiple channels, often unpredictably so.
According to the report, email continues to sit comfortably as Australian consumers’ preferred channel for receiving offers, content, incentives, and rewards from brands.
In fact, when it comes to driving sales, email beats paid social and display advertising by a whopping 228 per cent in Australia, 120 per cent higher than consumers globally.
Surprisingly, the Digital Consumer Trends Index also found the cheapest price point is only one factor of loyalty.
In 2022, Aussie consumers are loyal to brands that create emotive bonds by fostering community, recognising their customers as individuals, and delivering bespoke offers and product recommendations that reflect this.
Furthermore, 63 per cent of Australian consumers are willing to pay more to purchase from a favoured brand.
The report also found properly executed loyalty programs govern the value exchange between brands and consumers, and not just for a single interaction but for direct engagement over the customer lifetime.
With contextually differentiated, personalised experiences, they can be the conduit for the one-to-one relationships that build customer lifetime value.
In fact, more than half of Australians said they would trade personal and preference data to feel part of a brand’s community.
Concurrently, there’s been nearly a 50 per cent increase in Australian consumers who feel frustrated with a brand whose personalisation initiatives don’t recognise their unique desires and needs.
The report recommended marketers create strategies which involve getting closer with their customers, especially with the latter effectively now saying, “We’re happy to provide our data and sign up to your marketing program in exchange for offers sent directly to me that are relevant.”
Finally, the Digital Consumers Trends Index urged marketers to shift to a first- and zero-party data strategy to power their advertising and marketing initiatives, especially considering 63 per cent of Aussie consumers don’t trust social media platforms with their data, and a further 69 per they found cookie tracking to be “creepy”.
