3radical, the leader in audience engagement and earned data solutions, announces the launch of its new consumer research report, “The Struggle is Real: Adapting the Online Experience to Fit Today’s Consumer’s Needs.” This report gives marketers a better understanding of the consumer experience so they can improve satisfaction and better navigate the rapidly changing consumer landscape beyond 2020.
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Brands are falling short in the eyes of consumers, according to the research spanning three continents conducted by 3radical and Marketing IQ, a leader in strategic and data services. 90 percent of those surveyed believe online brand experiences need to improve and 68 percent say their contact information (commonly needed in marketing activations) is the data they’re least willing to share.
The research, covering the United States (U.S.), the United Kingdom (U.K.), and Singapore, shows that while 81 percent of consumers interact with their favorite brands beyond transactional activities, marketers are often missing opportunities to build stronger, longer lasting, and more profitable relationships with their customers.
“As regulation tightens, and consumers guard the information that brands value the most, marketers must seize engagement opportunities to earn consumer data. This research sheds light on how consumers prefer to engage and the situations in which they’re prepared to share information, which is certainly important reading for marketers,” says Michael Fisher, CEO of 3radical.
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Traditional loyalty programs that offer discounts remain popular, with 83 percent of respondents saying such incentives have meaningful influence over their decision-making process. However, the importance of non-financial incentives that enable consumers to engage with brands more frequently is also apparent. Those looking to build ‘better connections’ with their favorite brands outnumber ‘bargain hunters’ and provide brands with a path to improved engagement and improved margins.
“If you look at the brands doing this well, they provide consumer engagements that go well beyond traditional loyalty schemes. They offer ongoing and organic value. Take casual dining brands that provide complimentary apps and services for customers, whether they be interactive games with real prize incentives, table service, the opportunity to provide feedback directly to the kitchen, or whatever they may be – they’re providing things that are genuinely relevant and fostering a community, but they’re also highly effective data gatherers,” says Fisher.