New research, by Janrain, has highlighted the increasingly negative impact of mistargeted content on consumer engagement, brand image and performance. The research also indicates that consumers across the UK, Germany and France place ever-increasing value on the more relevant and personalised online experience enabled by social login as part of their overall engagement with a brand. 87% of consumers surveyed have encountered social login - the ability for consumers to use their social media identity to register and log in to a brand’s website – with 91% of those rating the experience as ‘positive’ or ‘highly positive’. The research also highlighted that 95% of consumers would punish brands for mistargeted content or promotions in a range of ways – from automatically deleting or unsubscribing from emails, or marking them as ‘junk / spam’, to being less likely to buy products, or visiting the brand website either less frequently or never again. “The strength of consumer reaction to a negative online brand experience is increasing,” says Russell Loarridge, Managing Director Europe, Janrain. “Our research continues to highlight something that marketers know, but many still struggle to deliver: there is an increasing need for brands to engage and interact online with their consumer audience through a relevant, personalised yet simple experience. The ability to be targeted with relevant information based on social information is one that is welcomed by most consumers – and the penalties for those organisations who don’t embrace this change in attitude are only set to become increasingly severe.” The research, which was based on a survey of 933 consumers, indicates that the majority view social login as an effective mechanism to increase the value and use of their online experience. For 68% of consumers, the opportunity to receive product or promotional suggestions based on their profile, is welcomed, whilst 59% like the ability social login provides to share comment and opinion on a brand and 58% would allow mobile apps to offer personalised ‘in store’ promotions. 68% would be more likely to return to a website that remembers them without the need for a username and password; 55% would read more content using the mobile phone or tablet facilitated by social login; and 48% would make more purchases online using a mobile device. In addition, this year’s research highlighted the difference in attitudes between consumers in the UK, Germany and France. UK consumers are most likely (72%) to provide misinformation when creating a new user account, whilst German consumers are the most ‘honest’ (only 58% provide misinformation). At the same time, UK consumers rate the social login experience highest; however, both nationalities ‘punish’ brands that mistarget them equally in terms of a direct negative effect on their propensity to buy. Russell Loarridge concludes, “The research continues to show a growing trend. Customers want a more relevant online experience; they want targeted, timely offers; they don’t want to have to remember a unique username/password combination for each site; and growing numbers will actively share social information, especially if it will contribute to a more relevant, personalised and seamless digital experience. Online consumer engagement is becoming increasingly important and in order to be able to engage, brands have to have personal insight to the individual. Social login is the key to this.” By Claire West.