Badly tar­geted mar­ket­ing leads to dis­trust in brands

Campaign UK - - NEWS - By Si­mon Gwynn

Half of UK con­sumers are bom­barded with badly tar­geted mar­ket­ing, new re­search has re­vealed.

The study by Yougov for the Char­tered In­sti­tute of Mar­ket­ing found that 61% have been sent mar­ket­ing ma­te­rial about a hobby or in­ter­est they don’t have, while 35% re­ceive pro­mo­tions for of­fers in ar­eas that they nei­ther live in nor visit.

Half of the re­spon­dents re­ported that the mar­ket­ing they re­ceived was never rel­e­vant to them, and 55% be­lieve most of the or­gan­i­sa­tions be­hind the mar­ket­ing ob­tained their con­tact de­tails with­out their con­sent.

The 2,000 UK adults who were sur­veyed were also asked which busi­ness sec­tors they trusted in terms of data man­age­ment. No sec­tor was deemed trust­wor­thy by more than half of re­spon­dents, with fi­nan­cial ser­vices (34%) and health­care/phar­ma­ceu­ti­cals (25%) scor­ing high­est. FMCG and me­dia were found to be trusted by just 1% and 2% re­spec­tively.

The study co­in­cides with the launch of CIM’S Data Right cam­paign, which en­cour­ages com­pa­nies to han­dle cus­tomer data more re­spon­si­bly. The CIM is ask­ing busi­nesses to be clear with con­sumers on how their data will be used; show re­spect for the in­for­ma­tion; un­der­stand the leg­is­la­tion around the area; and help cus­tomers un­der­stand how data col­lec­tion is ben­e­fi­cial.

Chris Daly, chief ex­ec­u­tive of the CIM, said: “Un­til busi­nesses step up and show their com­mit­ment to best prac­tice, they risk alien­at­ing their cus­tomers and dam­ag­ing their brand.”

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