As reported on Fourth Source, a recent study by the Direct Marketing Association, (DMA), shows how there has been a significant drop in the number of consumers willing to offer personal details about themselves when interacting with online businesses.
The poll of over 1,000 consumers found that more than 1 in 3 are choosing to withhold identifying information, resulting in real problems for marketers and consumer data capture.
For example, in the last six months there has been a drop by approximately one third in the number of people prepared to give out their name, address or email.
Executive Director of the DMA, Chris Combemale, suggests that marketers must find alternatives in their methods to capture consumer data. 54% of the respondents believed trust in a company is paramount in deciding to disclose personal details, therefore marketers need to build trust with the customer first before proceeding to contact them for further information.
Profunnel has developed intelligent marketing software to aid marketers with trust and engagement with customers. Our demand generation software will help you to easily track and analyse visitor activity from a single platform. The tracking device will follow your visitors, highlight their interests and alert you of when and where they access your site – improving your lead generation. This information will allow you to tailor email marketing campaigns to suit these interests, forming a trusting relationship which can ultimately turn visitors into customers.
For more information on demand generation, visit Profunnel.
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