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1、12023 Consumer Trends IndexGLOBAL CONSUMER ATTITUDES AND TRENDS IN PERSONALIZATION,PRIVACY,MESSAGING,ADVERTISING,BRAND LOYALTY AND THE RISING COST OF LIVINGIn conjuction with2Executive SummaryIn the past three years,consumers and marketers alike have seen more disruption and transformation in their
2、habits and behaviors than probably in the past two decades.In 2023,a global pandemic thankfully seems to be slipping slowly into the rearview mirror,but the effects will be felt for years to come.As we publish this years Consumer Trends Index,our fourth consecutive annual report,a potential recessio
3、n hangs over the globe,threatening to bring more uncertainty to purchasing behaviors and,ultimately,the brand/consumer relationship.A now year long conflict between Russia and Ukraine has dealt a blow to Europe and beyond via strife and economic hardship.A presidential election cycle is kicking off
4、in the U.S.,which may also shake the confidence of consumers as interest rates climb in an effort to combat inflation.In all,marketers across the globe have a rough road ahead as they try to grow revenue and build long-lasting relationships with their customers.These factors make our report even mor
5、e important to the planning and forecasting marketers have to do each year.The voice of the consumer is one of the most important signals a brand can consider when building a roadmap for success.Supply chain,labor force and other components certainly can help or hinder a brands ability to prosper,bu
6、t ignoring the needs and sentiment from consumers can be an arrogant misstep thats easily avoidable.Our goal is to arm you not only with the statistics that matter when it comes to aligning with consumer needs,but also bring perspective and guidance in the key areas that are crucial to relationship
7、marketing.Building long-lasting relationships is the key to increasing customer lifetime value and fostering brand loyalty that helps grow your business.The science of relationship marketing is simple:you need to acquire,engage and retain customers in order to drive revenue on a recurring basis.The
8、art of relationship marketing is a bit more nuanced and requires your brand to take a more human approach to the way you interact with your audience.Listening to consumers is more 3conversations with new contacts and getting them into your database.Customers have shown they are open to spending more
9、 on the brands they love,but a strong loyalty offering is required to achieve that result.You will find great statistics to help you ideate on how to provide value,both to simply retain a customer while also fostering true brand loyalty.Brand trust,as well as privacy issues and concerns on an impend
10、ing recession are also explored to give you a well-rounded understanding of consumer attitudes as the 2023 buying season unfolds.To summarize,marketers have yet another amazing opportunity to take this years report and revamp,or even start,their relationship marketing strategy.Understanding the best
11、 of what is working in their existing efforts,coupled with guidance from a strategic technology partner that helps them deliver on these new trends,would be a sensible and surefire approach to growth.At Marigold,we pride ourselves on our deep industry expertise matched with our technologys ability t
12、o execute for the SMB up through the global enterprise organization.We are excited to offer up this years data from over 10,000 global consumers and provide guidance to help you understand the opportunity at hand.If youd like to dig in deeper and understand how you can better align your relationship
13、 marketing efforts to your audiences needs,were here to help.important than marketing to them.Understanding them as individuals and meeting their unique needs in the right moment is core to developing trust and loyalty for the long term.Technology has finally caught up to consumer demand in this res
14、pect,and thats exactly why Marigold exists:to help marketers build better relationships and scale their ability to personalize their content and offers,leading to mutually beneficial relationships.The value of this report is to give you the insights to make better investments that align with consume
15、r needs.To get you closer to your customers.It will dig into the trends behind consumer purchase behavior,so you can align your products and services to meet consumers needs.We will look at the ways in which your audience wants to be communicated to across the purchase cycle.We will show you what en
16、genders loyalty and ways you can increase market share.The data within this report can help you build the case for new strategies,new technology investments and,hopefully,keep you ahead of your competitors while creating loyal advocates who help grow your business organically.Topically,we see some p
17、ositive trends continuing to give marketers strong signals on where they can win.Messaging trends continue to point to email and SMS/MMS as the go-to channels to drive revenue.Lacking algorithms,heavy censorship and being ubiquitous,these channels should continue to be the mainstay for marketers eff
18、orts.They are also the easiest to personalize.Advertising continues to wane when it comes to impacting sales directly,but it can be meaningful in starting 4Email remains the most effective channel for driving sales,with over half of consumers(52%)purchasing a product directly as a result of an email
19、 they received in the last 12 months.This is a 4%uplift of 2022,and 108%higher than both SMS and banner ads.Brand loyalty is on the rise,with 59%of consumers prepared to pay more to purchase from their preferred brands.Over two-thirds of consumers(67%)cite the loyalty program of their favorite brand
20、 as critically important to winning their lasting loyalty.Consumers are loyal by nature,but take them for granted and they will shop elsewhere.A third of consumers have switched away from a favored brand in the last 12 months,citing a poor loyalty program,the online customer experience and data priv
21、acy issues as core problems.As privacy regulations become the norm and third-party tracking cookies edge closer to curtailment,the vast majority of consumers(67%)are cheerily unaware that Google will soon cease tracking activity online in this way.However 31%are glad about this change,and a further
22、35%are optimistic it will improve their relationship with brands.The majority of consumers want to receive personalized content and offers from trusted brands and will readily share personal data in return for it.However,consumers are clear that they prefer brands that use data that has been explici
23、tly shared directly with the brand.A sizable 61%of consumers feel cookie-fueled ads are a creepy marketing tactic and definitely not cool.Consumers are incredibly concerned about current global economic uncertainty,with 60%very pessimistic about both the rising cost of living and economic outlook.Ha
24、lf of consumers are doing less impulsive purchases with most doing more research(50%),waiting for sales(47%)and relying on loyalty benefits(46%)when purchasing from their favorite brands.Key Takeaways5Research ParametersMarigold,in conjunction with Econsultancy,conducted its 2023 Consumer Trends Ind
25、ex of global consumers.This latest report builds on insights from previous years and helps understand the latest trends impacting consumer purchasing behavior.The insights are based on 6,833 consumers across eight countries(Australia,France,Japan,New Zealand,Republic of Ireland,U.K.,U.S.and Spain),c
26、overing a nationally representative sample across age and gender,and includes responses from consumers representing different household income bands.The data was collected in October-November 2022.Our latest research reveals what global consumers expect from the brands they do business with online t
27、he channels they prefer to connect on,what value exchanges elicit engagement and attitudes to the predicted economic recession.The granular insights will empower digital strategists,marketers and decision-makers to see the trends impacting consumer purchasing behavior and how to deliver relationship
28、 marketing strategies that build mutually beneficial and long-lasting connections between brand and buyer.The format for this version of our report focuses on global consumers,but be sure to visit our hub as coming soon is our individual U.S.,U.K.+Ireland,EMEA,and age breakdown reports,as well as pa
29、pers with guidance on the trends for a wide range of industries and verticals.If youd like a copy of the appendix for this report,email us at .6Messaging7When It Comes to Driving Sales,Email Is Number#1Three things are certain in life:death,taxes,and email being the most effective channel for brands
30、 to connect with consumers and drive sales.As brands and consumers have evolved,and new touchpoints come to the fore,email remains comfortably the most influential and impactful marketing channel.Over half of consumers(52%)have made a purchase directly from an email they received in the last 12 mont
31、hs,a 4%uplift on the previous year.The key to rising above the competition in noisy inboxes,and getting your emails opened,read,clicked and converted,is to establish an intelligent messaging strategy that goes beyond“casting and blasting”or personalization that peaks at a first name in the subject l
32、ine.The science of subject line length and call-to-action placement are of course important but will drive relatively Over half of consumers have made a purchase directly from an email they received in the last year a 4%increase on 2022Email outperforms organic social media posts by 13%and social me
33、dia ads by 11%Email outperforms banner ads and SMS by 108%52%13%modest gains.To win,the emails you send should offer products your customer has expressed an interest in,that fits their declared budget and contains dynamic content that uses keywords you know will elicit engagement from them and thats
34、 just in the subject line and preview text.Using zero-party data to power your email marketing self-reported preference,behavioral and psychographic data is the path in a constricted economy to increased revenue and customer retention.Of course,marketers need a strategy that leverages all channels,b
35、ut brands own their database,so not only is email the most effective channel,but its also comfortably the most cost-effective,too.108%8Digital Advertising in a Recession There are a myriad of reasons why traditional banner ads just arent clicking anymore.What was once an innovative format is no long
36、er exciting for consumers,with many banner-blind to the ads they receive.Digital advertising is of course associated with a lack of transparency and ad spamming,which has resulted in the low engagement rates and poor performance we see today.With a recession looming,every dollar needs to be deliveri
37、ng a provable ROI,and with the online walled gardens reluctant to share the depth of granular campaign metrics one would expect from any other partnership,brands can never own that customer relationship.Not only do we have the data from consumers,with merely a quarter(25%)having made a purchase dire
38、ctly as a result of a banner ad in the last year(a 29%drop on 2022),but we have data from brand marketers,too.In a recent Marigold study,brand marketers declared that banner ads will be their least emphasized marketing tactic this coming year.Its clear that marketers need to cease blindly squanderin
39、g budgets on formats that are no longer fit for purpose chasing clicks,eyeballs and other vanity metrics,instead of what actually matters:engagement.Brands need to be future-proof now and start owning customer relationships to collect the data and insights required to deliver better personalized mar
40、keting on the channels consumers actually want to engage with.Zero-party data puts customers in control of what information they share and who they share it with,enabling both greater transparency and more effective personalization.Only a quarter of consumers have made a purchase directly from a ban
41、ner ad a 29%decrease on the previous year25%Well over a third of marketers are expecting their advertising budgets to shrink in 202338%Merely 12%of marketers report that they will focus their marketing spend on banner ads in 202312%9The Factors Behind Purchasing Behaviors Whether it be the bargain h
42、unter,indecisive browser,impulse buyer or mission-driven shopper to name but a few,there are several different shopper profiles that have very different ingrained purchase behaviors.Of course,a sizable number will always look for the best price,with 41%of consumers identifying this way,then theres a
43、 quarter(25%)who expect products that fit their style,17%who want brands to behave responsibly,and 16%who define themselves as convenience first.These numerous different shopper profiles need a level of individualization that goes beyond lumping them into large cohorts if you want to win their dolla
44、rs when its time to purchase.Irrespective of whether your customer wants the cheapest price point or will pay top dollar,as long as its the perfect product,consumers are craving more personalization from brands and rewarding those that have made that commitment.of consumers will hunt the best price
45、when purchasingyear-on-year increase in consumers who choose brands who behave responsiblyof consumers want brands to behave responsibly,and they vote with their wallet41%17%6%10Want to Enhance Business Results?Look No Further than MobileConsumers are using their mobile devices more than ever before
46、 to make and research purchase decisions.Over half of consumers(55%)have used their mobile phone in-store to research a potential purchase,and half(50%)of consumers are showrooming the practice of browsing products in-store but purchasing online or elsewhere.This all points to the significance for b
47、rands to have a full-fledged mobile strategy.Marketers must think of mobile as a collection of highly accessible touchpoints,whether it be SMS,MMS,mobile wallet,email,web,or mobile app to make a brand much more accessible to the consumer.There have also been hefty increases in consumers using their
48、mobiles to purchase through apps(57%,up 10%on 2022)and buy digital content(40%,up 14%on 2022).Its clear that if you are not able to deliver real-time engagement through mobile,your customers will be purchasing elsewhere.of consumers have bought something from an email on mobile -a 3%increase on 2022
49、38%25%55%50%Well over half of consumers have used their mobile phone in-store to research a potential purchase-a 6%increase on 2022Half of consumers have browsed for products in-store but purchased elsewhere-a 6%increase on 2022of consumers have made a purchase directly from SMS they received in the
50、 last year11How Best-in-Class Brands Are Communicating With Their CustomersWhen it comes to separating favored brands from those less so,messaging is a key differentiator.Consumers love the communications they receive from their preferred brands and how it goes beyond the purely transactional.A huge
51、 percentage of consumers favored brands whose messaging delivers a consistent user experience,irrespective of the channel(86%).They also value brands that treat them as an individual(82%),reward them for loyalty(82%),treat their data responsibly(also 82%)as well as strive to build relationships with
52、 them(79%).There have been year-on-year increases across the board,most eye-catchingly with brands who make the customer feel like a VIP(19%increase),influence their life beyond the product(16%increase),surprise with rewards(13%increase),treat them as an individual(11%increase),strive to build a rel
53、ationship(11%increase)and treat their data responsibly(also an 11%increase).The brands committed to fostering better relationships and adding relevance,value and personalization to their messaging are the ones that are elevated to preferred status and poised to see long-term benefit across the custo
54、mer lifecycle.12How Best-in-Class Brands Are Communicating With Their Customersof consumers favor a brands messaging that provides a consistent customer experience an 8%increase since 2022of consumers favor a brands messaging that strives to develop a relationship an 11%increase since 2022of consume
55、rs favor a brands messaging that surprises them with rewards they dont expect a 13%increase since 2022of consumers favor a brands messaging that treats them like a VIP a 9%increase since 2022of consumers favor a brands messaging that rewards them for their loyalty a 5%increase since 2022of consumers
56、 favor a brands messaging that uses their data responsibly an 11%increase since 2022of consumers favor a brands messaging that treats them like an individual an 11%increase since 202286%82%82%82%79%72%69%13Favored Brands Connect With Their Customers with the Right Message,on the Right Channel at the
57、 Right TimeWith more eyeballs than ever online,to win and maintain relationships with todays tech-savvy consumers,marketers need to connect with them delivering the right message,on the right channel,at the right time.Although it can be tempting to blast your latest offering to your entire database,
58、consumers are clear,with over half(53%)describing the relationship with their favorite brand as only getting communications from the brand as and when necessary.That means brands need a communication frequency based on each customers individual purchase cycle and profile attributes.This requires a c
59、adence that is constantly refined by optimal delivery times;campaigns should be triggered based on online behavioral data and other real-time customer signals across your websites,apps,and owned properties,including in-store actions.Let the data tell you when its time to send a message,in which chan
60、nel,and what the content should be.Listening is as important as talking when building relationships and driving favored outcomes.Over half of consumers describe the relationship with their favorite brand as the brand only“communicates as and when necessary”a 4%increase since 2022of consumers favorit
61、e brand“understands them”53%22%14Consumers Have Had Enough,Its Time to Truly Personalize Your MessagingWith more consumer data available to marketers than ever before,theres little excuse for sending inconsequential offers,products that the consumer has no interest in,or even worse,messaging based o
62、n data that has been surreptitiously gathered without their consent.Even so,consumers remain pretty frustrated by the subpar attempts at personalized messages they receive from brands with half of consumers feeling annoyed by irrelevant content or offers(49%)or being frustrated by messages that does
63、nt reflect their wants and needs(42%).Around a third are irked by messages that dont recognize their shopping or loyalty card history(32%)or by messages based on information that they hadnt shared directly with the brand(35%).Almost half of consumers felt frustration when they received irrelevant co
64、ntent or offersof consumers felt frustration from messaging that doesnt reflect their wants and needs a 2%increase since 2022Over a third of consumers felt frustration when they received messaging based on information they hadnt shared directly with the brandA third of consumers felt frustration whe
65、n they received messaging that didnt recognize their shopping or loyalty history a 3%increase since 202249%41%35%32%Truly personalized messaging is the core of relationship marketing,and not about short-term wins or sales but focused on delighting customers for the long haul.In order to reduce attri
66、tion and continue to grow,brands need to deliver personalized messaging that shows empathy and an understanding of an individuals likes,interests,history and preferences while delivering in the moments that matter.This means collecting,understanding and activating more zero-party data throughout the
67、ir entire messaging strategy.15When It Comes to Messaging Frequency,Marketers Are Doing WellWhether through email,apps,social media or SMS,consumers are content with the volume of messages they receive from brands.When it comes to being“about right”or“would like to receive more messaging,”marketers
68、are getting their volume and cadence spot-on.When asked what consumers feel they get served the“right amount of”or“want more of,”the content topics include brand discounts(76%),brand-purpose related activities(65%),loyalty program information or offers(75%),VIP offers(73%),personalized treats such a
69、s birthday offers(77%),free delivery(77%),and sales promotions(63%).In fact,consumers are not just content they crave more.Across the board,there have been eye-catching,year-on-year increases in consumers who want more messaging on brand discounts(37%increase),brand-purpose related activities(8%incr
70、ease),loyalty program information or offers(6%increase),VIP offers(33%increase),personalized treats such as birthday offers(31%increase),free delivery(41%increase)and sales promotions(56%increase).Balancing your messaging strategy with a blend of value-based offers and personalized content is a sure
71、 way to retain customers and keep engagement rates high.Over three-quarters of consumers receive about the right amount or would like more messaging about personalized treats a 7%increase since 2022of consumers receive about the right amount or would like more messaging on VIP offers a 7%increase si
72、nce 2022Three-quarters of consumers receive about the right amount or would like more messaging on loyalty programs a 6%increase since 202277%73%75%16Brand Loyalty17Consumers Are More Loyal Than EverWith the rising cost of living and impending recession dominating the global news cycle,it would be r
73、easonable to expect that price would be king when consumers are ready to make a purchase.However,not only are 59%of consumers happy to pay more to purchase from their favored brands,but this number has also risen 4%since 2022.While 28%of consumers identify as not being loyal to any particular brands
74、,and 69%stating they buy frequently from the same company but dont feel loyal to that company,this trend should not simply be viewed as negative.This represents a huge slice of your addressable market that can be won over if you apply the right messaging strategy,utilizing a value exchange and stron
75、g loyalty offering.Consumers enjoy the benefits that come from being loyal to a brand,but its up to marketers to engender it.Over two-thirds of consumers buy frequently from the same company but are not loyal to that brand a 3%increase since 2022Only 28%of consumers are not loyal to any particular b
76、rands a 3%decrease since 2022A staggering 59%of consumers will pay more to purchase from a favored brand a 4%increase since 202269%28%59%18Top Loyalty DriversLoyalty begins when a customer feels emotionally connected to your business,to the point that buying your products becomes a de facto part of
77、their routine.Loyal customers help your business by repeatedly purchasing from you,and theyre proven to spend more,too.There are several factors that engender lasting brand loyalty,and what consumers find important or critically important are fairly simple:have a great product or service(77%),and go
78、od customer service(77%),product availability(80%)complemented by a plentiful range of options(81%).Where a brand can really differentiate from its competitors may lie among other factors.Some of those that are considered important or critically important to long term loyalty include a brands websit
79、e and mobile app(69%),its effort to build a relationship(57%)and its data privacy policies(79%).Investments in improving these areas will ensure a long-term return and happy customers.Over two-thirds of consumers think the loyalty program of their favorite brand is important or critically important
80、only 7%of consumers think this is not important67%of consumers think their favorite brand working hard to build a relationship with them is important or critically important only 12%of consumers think this is not important57%Well over two-thirds of consumers think the mobile app and website of their
81、 favorite brand are important or critically important only 8%of consumers think these are not important69%19The Cost of Getting Loyalty WrongIts one thing to know what your audience wants when it comes to building brand loyalty,but understanding the factors that turn them off is just as important.Wh
82、ile some of these factors can be both an attractant and a pitfall to a brands loyalty strategy,its crucial to explore your own offerings to understand if they are best-in-class or lacking real value and turning customers away.A third of consumers(33%)have switched away from,or become less loyal to,a
83、 previously favored brand in the last year a 6%increase since 2022.The largest factor for losing a customer would be a drop in quality of products or services,with 35%of consumers claiming this would turn them to another brand.Other factors include irrelevant offers or promotions(33%),lack of produc
84、t availability either in-store or online(27%),range of product options(25%),customer service or support issues(25%),or lack of brand purpose or social aims(17%).Knowing that your brand is doing all it can in these areas can be the difference between long term loyalty or losing customers to your comp
85、etitors.33%A third of consumers have switched away from,or become less loyal to,a previously favored brand in the last year a 6%increase since 202220The Reasons Consumers Have Switched Away From a Favored BrandLoyalty programRange of optionsMobile app/websiteBrand purposeData privacy policies27%22%2
86、5%17%17%15%Quality of products/services35%increase on 202225%Customer service/support25%increase on 20229%Availability online/in-storeincrease on 20228%Offers and Promotions33%increase on 20226%increase on 20224%decrease on 202211%21These Lapsed Customers Can Be Won BackThe great news is that over t
87、hree-quarters(77%)of customers who stated they have switched away from a brand they were previously loyal to,can be won back with the right encouragement.The key to any successful business is a low customer churn rate happy customers equal increased profit margins.First,you need to find out why you
88、lost a customer.As per the previous data points,this can include anything such as product quality,a poor loyalty program or privacy issues to highlight a mere few.Gathering these insights and targeting those lapsed customers with personalized solutions will give you a good chance of rekindling a cus
89、tomer-brand relationship.77%Over three-quarters of consumers who have left a brand they were previously loyal to say they can be won backEasy ways to collect this information from lapsed customers could include win-back offers,or even new marketing campaigns such as sweepstakes,sent via email or SMS
90、,that include survey questions to qualify.Create a one-off value exchange that doesnt dilute your core value to mass markets but is highly targeted and has enough hook to obtain that data on why they left.These offers might just bring them back into your fold as a customer,but at the least you will
91、understand why they left and can course-correct with current customers to lower your churn rates.22Loyalty Program Participation Is on the RiseLoyalty programs not only give customers perks and benefits,but they also foster an emotional connection between brand and customer.Of course,for brands,loya
92、lty programs have the imperative benefit of rewarding repeat customers,thus driving sales and increasing customer lifetime value.Consumers love loyalty programs and are participating more than ever before,so if youre not offering one,youre leaving sales on the table and risking your customer being w
93、ooed by a competitor.Almost half of consumers(43%)intend to increase their participation in loyalty programs over the coming year,an 8%rise on 2022,with merely 8%of consumers less likely to participate in a loyalty program than last year.Consumers arent just ready for a loyalty offering its the prer
94、equisite one that truly rewards them as an individual and goes beyond points-for-prizes or a generic freebie every tenth purchase.of consumers are more likely to engage in a loyalty program this year than last an 8%increase since 2022Only 8%consumers are less likely to engage in a loyalty program th
95、is year43%8%23A Loyalty Program Is So Much More Than a Rewards ProgramThe term loyalty program is rather liberally used and is often a misnomer.In fact,you might be dealing with a rewards program that does little to enhance brand loyalty.Many brands still confuse the two,and although points and disc
96、ounts are fine,they are merely two of the myriad of tactics available for a full-fledged loyalty program.Earning customer loyalty demands more than just rewards.Brands should be using value exchanges that drive deeper engagement through emotional loyalty.Consumers still value a discount for their lo
97、yalty(65%),but there has been a 2%year-on-year drop in those enamored by points-for-prizes.What is exciting for modern marketers that are committed to building more meaningful connections with consumers is the added-value things customers want from a loyalty program that can make your brand unique.A
98、lmost a third(29%)of consumers want exclusive or early access to products,24%want personalized product recommendations based on their loyalty activity,22%want brands to communicate with them on the channels they prefer,19%want sweepstakes,and 13%want both to feel part of brands community and get bra
99、nd recognition.The results make it obvious that consumers want loyalty programs that go beyond the generic.The heart of loyalty is not merely the cheapest price point,but a brand that fosters community,recognizes the customer as an individual,and delivers personalized recommendations that reflect th
100、is.2413%of consumers want brand recognition from a loyalty program13%of consumers want to feel part of a brands community an 8%increase since 202219%of consumers want sweepstakes and contests as part of a loyalty program22%Almost a quarter of consumers want brands to communicate with them on the cha
101、nnels they prefer as part of a loyalty program a 10%increase since 202224%Almost a quarter of consumers want personalized,recommended products based on their preferences from a loyalty program 29%Almost a third of consumers want exclusive or early access to products from a loyalty program 58%of cons
102、umers want points from a loyalty program a 2%decrease since 2022Almost two-thirds of consumers want discounts from a loyalty program65%A Loyalty Program Is So Much More Than a Rewards Program25Privacy&Personalization26Calling Time on Creepy MarketingcreepycoolWhat marketers view as exciting innovati
103、ons in data collection can actually be spooky for consumers.With targeted ads and personalized emails becoming the norm,it is easy for consumers to develop a fear of being watched.Although as marketers we should always be striving to deliver better personalization,its crucial to recognize the line b
104、etween whats cool and adds value to the consumers life,and of course,whats creepy and overly intrusive.It may be tempting to demonstrate how well you know your customers,but nobody wants to be unpleasantly surprised by marketing efforts.The overwhelming majority of consumers feel ads derived from lo
105、cation data,third-party tracking cookies or listening smart devices are creepy and definitely not cool.However,its a big thumbs up to recommendations based on past purchases,personalized offers after staying on a brands site for a couple of minutes,and an email reminder or advert about an abandoned
106、shopping cart.of consumers state retargeting ads derived from third-party cookie tracking are creepyof consumers state personalized offers after staying on a brands site for 2+minutes are coolof consumers state ads related to something they talked about near a smart device are creepy a 3%increase si
107、nce 2022Almost two-thirds of consumers think an email reminder or advert about an abandoned shopping cart is coolOver two-thirds of consumers state ads based on location data are creepyA staggering 79%of consumers state recommendations based on past purchases are cool61%60%63%65%67%79%27The Value Ex
108、change Economy The idea of a value exchange is as old as civilization and omnipresent in life.Whether youre looking at it from the marketers or the customers perspective,its simple:ask,receive,give,repeat.Marketers want your information,and customers want personalized experiences,and marketers need
109、personal information to deliver that.Its a match made in relationship marketing heaven.And it doesnt have to be an extravagant prize or colossal discount.Of course,93%of consumers are prepared to trade data for a discount,91%for loyalty rewards,and 83%for the opportunity to win a prize.But many cons
110、umers will share their personal,psychographic and behavioral data in return for unlocking content(61%),to feel part of a brands community(59%),and for early or exclusive access to products and services(86%).28The Value Exchange Economy of consumers will trade personal and preference data in return f
111、or early or exclusive access to products and services 36%find this highly valuable86%of consumers will trade personal and preference data in return for unlocking content 20%find this highly valuable51%of consumers will trade personal and preference data in return for feeling part of a brands communi
112、ty 20%find this highly valuable,a 5%increase since 202259%of consumers will trade personal and preference data in return for the opportunity to win a prize 36%find this highly valuable83%of consumers will trade personal and preference data in return for discounts and coupons 57%find this highly valu
113、able93%of consumers will trade personal and preference data in return for loyalty rewards 49%find this highly valuable91%29Consumers Will Share Behavioral Data for a Better ServiceTheres an obvious fissure between the data consumers will share readily for a better service and the data theyre more he
114、sitant to share.The majority of consumers are comfortable sharing their full name(54%),gender(74%),date-of-birth(66%),and email address(64%).This is contrasted by the more modest numbers for family make-up(44%),home address(39%),annual earnings(37%),phone number(45%),location in real-time(31%)and ph
115、otograph(27%).The key,of course,is only asking for information that truly empowers you to build more meaningful relationships with your customers and deliver on the promise of a more personalized service.Which leads to the real story.A mammoth 70%of consumers are comfortable sharing information abou
116、t their hobbies in return for a better service behavioral data that marketers can use to truly tailor messaging,content and offers.This class of data empowers brands to build direct relationships with consumers,and in turn,deliver better personalization.As it comes directly and willingly from the co
117、nsumer,there are no intermediaries or guesswork,and the consumer feels at ease.Almost three-quarters of consumers will share their gender for a better serviceLess than a third of consumers will share their location in real-time for a better serviceTwo-thirds of consumers will share their date of bir
118、th for better serviceWell over two-thirds of consumers will share their hobbies in return for a better serviceof consumers will share family make-up for a better service70%44%74%31%66%30The Perpetual Concern About Consumer Data and Privacy Consumers are taking a more proactive role in protecting the
119、ir data and privacy online than ever before.Almost half(45%)of consumers are using ad blocking tech,a 22%rise on the previous year.This uptick in adoption of ad blocking tech,conflated with the phasing out of third-party tracking cookies and poor performance of digital advertising,makes it abundantl
120、y clear that this is a format marketers need to avoid.More than half of consumers(51%)are using privacy mode on a pre-installed browser,an eye-watering 55%uplift on 2022.Well over a third(37%)have gone to the laborious task of using a PC cleaner,29%are actually paying to use privacy software and a q
121、uarter(25%)have left the behemoth browsers and started using an alternative privacy-centric browser.The data does more than suggest that brands need to make privacy a priority and build consumer confidence in how this data is used.That means collecting only the data required to deliver better person
122、alized experiences and that which a consumer is happy to share with you.31 Almost half of consumers have installed ad blocking a 22%increase since 2022Over a quarter of consumers are using paid-for premium softwareA quarter of consumers use an alternative privacy-centric browser a 9%increase since 2
123、022Over half of consumers enact privacy mode on a pre-installed browser a huge 55%increase since 2022of consumers are using a password managerof consumers are using a PC cleanerThe Perpetual Concern About Consumer Data and Privacy 45%51%38%37%29%25%3231%15%67%The Slow Death of Third-Party Cookies Fo
124、r decades,third-party tracking cookies have been the lifeblood of the online advertising ecosystem,driving awareness and sales alike.Although they were given a reprieve of a couple of years,Google will be imminently curtailing their use,with promises of full phase-out by the end of 2024(Safari and F
125、irefox already have).The loss of third-party cookies will inevitably make it more difficult for the marketers wedded to the practice of tracking users online to serve them targeted advertising across a myriad of websites and apps.Although the hot topic of marketing and advertising discourse,the vast
126、 majority of consumers(67%)are blissfully unaware that third-party tracking cookies are slated to be killed off.Even though many are not cognizant of the machinations of digital advertising,what is obvious is the stark drop in consumers buying from banner ads(29%decrease since 2022),and the increase
127、d adoption of ad blocking technology(45%).Short story,consumers dont like having their online activity tracked Almost a third of consumers are glad cookies are being withdrawn with 35%optimistic it will improve their relationship with brandsOnly 15%of consumers will miss cookies and think it might w
128、orsen their experience onlineOver two-thirds of consumers have no idea cookies are being withdrawn,with 4%not even knowing what cookies arewithout consent,without a clear value exchange,and by brands with which they have no relationship.Marketers need to shift to a first-and zero-party data strategy
129、 to power their advertising and marketing initiatives before the cookie fully crumbles.Engaging consumers with a strong value exchange offering that opens them to sharing data directly with your brand is the first step in relationship marketing.Being transparent on how you intend to use that data to
130、 personalize your offerings and communications transcends their inclination to block,avoid and ultimately think negatively about your brand.You will no longer be the brand that snoops or creeps them out,but rather one that listens and provides a truly personalized journey that enhances their lifesty
131、le.33The Rising Cost of Living34Consumers areVery Pessimistic About the Rising Cost of Living Global inflationary pressures,rising energy prices,an impending recession and other personal monetary concerns are going to bring acute financial hardship for many consumers over the coming year and beyond.
132、Sweeping changes in purchasing behavior and cutbacks in consumer spending will have huge impacts on brands revenue sheets,too.60%of consumers are“very pessimistic”about the rising cost of living,with merely 19%feeling“very optimistic.”These troublesome numbers are backed up with 60%of consumers“very
133、 pessimistic”about the economic outlook,and a lowly 17%feeling“very optimistic.”There are positives on job security,with a third of consumers“very optimistic”and a lower amount(27%)feeling“very pessimistic.”of consumers are“very pessimistic”about the economic outlookA third of consumers are“very opt
134、imistic”about their overall job securityJust over a fifth of consumers are“very optimistic”about their financial outlookof consumers are“very pessimistic”about the rising cost of living60%33%22%60%With soaring costs,many consumers will look for value when purchasing;however,there are only so many op
135、portunities for brands to reduce costs before they start cutting corners strategies such as shrinkflation quickly attract negative attention.Brands must also re-evaluate how they deliver value to consumers beyond just cost.Marketers must have a real understanding of,and empathy for,customers evolvin
136、g needs in these trying economic situations.Zero-party data will be crucial to accurately identifying these needs and delivering the right message,at the right time,to support consumers.As Robert H.Schuller perfectly coined it:“Tough times dont last.Tough people do.”35Consumers Will Rely on Loyalty
137、Benefits More Than EverOver half of consumers will be making less impulsive purchases(51%),and the same amount(51%)say they will be extending the research and consideration phase before parting with their dollars.Predictably,47%will wait as long as possible before purchasing hoping the product goes
138、on sale,but what should pique every marketers interest is that almost half of consumers(47%)will rely on loyalty benefits more than previously.In a time of financial uncertainty,loyalty programs,and the value they provide,can appeal to the financial considerations of customers,while also helping bra
139、nds gather zero-party data.Consumers are more likely to consider their rewards and value stored in loyalty programs as currency for making decisions throughout the households needs from decisions on where to dine to which clothing,goods and services to purchase.Almost half of consumers are more like
140、ly to wait as long as possible for a product to go on sale this yearOver half of consumers are making fewer quick purchases than this time last yearOver half of consumers are doing more research than last year before making a purchaseAlmost half of consumers will rely more on loyalty program benefit
141、s this year before making a purchase47%51%51%46%36Consumer Sentiment by Industry37To Win Online,Brands Need to Deliver a True Omnichannel ExperienceThe pandemic forced many consumers online for the first time,but many have stayed even with brick-and-mortar stores back open.Prior to the pandemic,many
142、 industries viewed technology as a means to save money and reduce unnecessary spending.However,recent digital transformations offer brands tremendous opportunities to innovate and find their way to the front of their industry.When technology is used well,it offers brands the ability to engage custom
143、ers,answer their needs,and move forward in a new and differentiated way.In financial services,travel,entertainment,fashion and casual dining,there have been year-on-year increases in consumers purchasing online.The noticeable drops are in furniture,household appliances,and DIY,which for many were pa
144、ndemic projects.The idea of a true omnichannel experience,where brands seamlessly blend the physical with the digital,can seem deceptively easy to achieve.Catering to individual customers preferences and actively steering them toward the most efficient resolution continues to elude the majority of m
145、arketers.Redefining omnichannel is about putting the customer at the heart of digital transformation,where all channels and touchpoints revolve around them,not merely the product.For brands,that means breaking down barriers,both organizationally and within their tech stack,to create a unified commer
146、ce approach.38Almost a quarter of consumers have signed up for a financial product a 9%increase since 202224%37%21%35%45%42%62%23%21%30%Almost half of consumers have ordered groceries online a 2%decrease since 2022of consumers have ordered a meal for delivery or pick-up a 5%increase since 2022of con
147、sumers have bought clothes,fashion or make-up a 27%increase since 2022Almost a quarter of consumers have bought furniture a 12%decrease since 2022Over a fifth of consumers have bought a large household appliance a 32%decrease since 2022Almost a third of consumers have bought products for home repair
148、s and decorating a 3%decrease since 2022Over a third of consumers have made a travel booking a 19%increase since 2022Over a fifth of consumers have placed a bet no change since 2022Over a third of consumers have purchased in-home or out-of-home entertainment a 46%increase since 2022To Win Online,Bra
149、nds Need to Deliver a True Omnichannel Experience39Consumer Trust in Brands To Deliver Personalized Marketing Is on the Rise Merely a few years ago,consumer trust in organizations that had access to their data was at an all-time low.The Cambridge Analytica scandal dominated headlines,huge fines were
150、 being meted out for data breaches,and the practice of using surreptitiously gathered aggregated third-party data sets was omnipresent.But the darkest moment is before dawn,and these crises have been a catalyst for change in all verticals,accelerating the way in which brands provide a digital servic
151、e and innovating how they deliver their products.For many,its been an opportunity to build deeper,more meaningful relationships with customers,learn more about them,and use that data to provide personalized marketing and services.Consumers tell us they love brands who are ethical with their data,wit
152、h a resounding 82%citing that their favorite brand uses their data responsibly.Trust is on the up across all industries for brands to use data to deliver personalized marketing.year-on-year uplifts in trust per industryFinancial Services 11%11%11%4%5%5%8%7%8%14%Travel/HospitalityGaming/Gambling Spor
153、ts/EntertainmentFood/Grocery Restaurants Beauty/Fashion Furniture/Household Goods Household Appliances Home Improvement/Garden/Pets 40Online Customer Experience Is Good,but It Can Always Be BetterThe goal in todays digital platform world is to significantly improve the customer,employee,and other st
154、akeholder experiences.Internally,its about driving efficiencies;customers are concerned only about making a purchase with as little friction as possible.In fact,a staggering 86%of consumers have a favorite brand that provides a consistent customer experience whatever the channel.Delivering an excell
155、ent online customer experience is about putting the customer at the heart of everything,breaking down barriers,both organizationally and within your tech stack,to create a unified commerce approach.On the whole,brands in different industries are creating this experience,with well over half of consum
156、ers in most industries defining the online customer experience as“excellent.”Travel leads with 60%,closely followed by groceries,fashion and household appliances all 59%,entertainment 58%and restaurants 57%.When it comes to“very poor,”the story is resoundingly positive with most industries polling 1
157、0%or lower.industries delivering an“excellent”online customer experience Financial Services 52%60%58%59%57%59%54%59%55%46%Travel/HospitalityGaming/Gambling Sports/EntertainmentFood/Grocery Restaurants Beauty/Fashion Furniture/Household Goods Household Appliances Home Improvement/Garden/Pets 41Where
158、relationships take rootMarigolds approach to Relationship Marketing stands alone in a world of one-size-fits all marketing technology companies.Our solutions are designed for your specific size,industry,and maturity,giving you the technology and expertise you need to grow the relationships that grow
159、 your business,from customer acquisition to engagement to loyalty.And,with a team of strategists that provide insights into whats working,whats not,and whats changing in your industry,youre able to maximize ROI every step of the way.Great marketing isnt just about conversion,but true connection.Learn why 40,000 businesses around the world trust Marigold to be the firm foundation they need to help relationships take root.Find out more at MeetM