By Eric Anderson | Posted on May 28, 2015
Pity the poor marketer. Despite our earnest efforts to win over consumers with more personalized marketing, we’re still getting it wrong an alarming amount of the time. In Janrain’s annual tracking study of consumer attitudes about personalization, 96 percent of consumers report receiving mistargeted marketing. That stat has not budged to any meaningful degree in the study’s history.
To make matters worse, consumer tolerance for mistargeting is growing thinner, and they’re voting with their feet – a whopping 93% take an action that does long-term damage to the marketer’s outreach, including unsubscribes, deletes, and fewer site visits. More than a third unsubscribe after being mistargeted two or fewer times.
The good news is that consumers are taking steps that can make personalization better, even if they don’t realize it. 92 percent of consumers have used social login, up from 88% in the 2014 survey. They’re using it mainly for convenience – because it makes site registration faster and doesn’t task them with remembering yet another password.
But the icing on the social login cake is that it provides a consistent and persistent identity across the digital landscape, allowing marketers to serve up personalization that hits the mark every time.
This year’s study was the first to examine characteristics of social login users vs. non-users, and it uncovered extra incentives for brands to adopt the tool. Marketers crave socially engaged consumers because they’re the difference between lonely social outposts and a healthy social ecosystem that actually drives purchases. These super-social types are to be found among social login users, who are more than twice as likely as non-users to tap their social networks before making a purchase. They’re also significantly more likely to share their brand loves (and hates) with their networks.
The study offers plenty of cause for marketers beleaguered by consumer fickleness to take heart – the path to better engagement is increasingly clear. Download the full US and EU studies below to get the complete picture of consumer attitudes on personalization and social login.
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