Nearly 69% of consumers would stop doing
business with a brand if data usage became too invasive
New global research released by Accenture Interactive offers
guidance to chief marketing officers (CMOs) on strategies to use
data respectfully and responsibly at a time when a majority of
consumers (69%) would not do business with a brand if their data
usage was invasive.
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As the industry celebrates the 25th anniversary of what has been
celebrated as one of the first digital banner advertisements and as
digital advertising has given rise to unprecedented amounts of
first party data, Accenture Interactive’s 2019 Consumer Pulse
Survey: See People, Not Patterns, which surveyed over 8,000
consumers globally, offers greater insight into how brands are
creating paths to success with digital advertising campaigns.
“Today’s leading brands are using data not only to make
relationships with customers more relevant and useful but more
meaningful too — creating experiences with a purpose — and learning
where to draw the line between invasive and inventive,” said Glen
Hartman, head of Accenture Interactive, North America and global
digital marketing lead. “The good news is there is a big
opportunity for brands to take a thoughtful approach to data and
create an impactful customer experience while doing so – building
trust and an emotional connection customers crave.”
Data in exchange for transparency
The research finds that around 73% of consumers are willing to
share more personal information if brands are transparent about how
it is used, up from 66% in 2018. The changing landscape represents
an opportunity for brands that provide consumers with value for
their data, ensure the brand won’t lose or abuse their data and
recognize consumers in a way that puts them at ease.
“The research findings pose a question to brands when thinking
about data: ‘Has data collection gone too far?’” said Scott Tieman,
global lead for Programmatic Services, Accenture Interactive. “Many
consumers report that brands don’t know them well enough to serve
them in a way that makes them feel special, but when brands seem to
know too much — and act on that knowledge — they can inadvertently
lose consumers’ trust. We are at an important point in digital
advertising where brands need to be purposeful with their data
acquisition approach that is transparent and good for the brand –
and the consumer.”
The research finds that among consumers who said a brand had
communicated in a way that was too personal, over 71% said it was
because a brand had information about them or their family that
they didn’t share directly.
As the report notes, “People expect someone they’ve never met
not to recognize them and the same logic applies digitally.
Forward-thinking brands are finding ways to approximate how humans
behave, in a humane and ethical way.”
Data gathering, within reason
The research found consumers want brands to know and understand
them; 87% of consumers said it’s important to purchase from a brand
or retailer that “understands the real me.”
However, consumers don’t want brands to go too far and violate
their privacy. More than 75% of consumers say they are
uncomfortable with data collection via microphone or voice
assistant and 51% said invasive ads are on the rise. Nearly 30% of
consumers said a brand had gotten “too personal” – and 69% of these
consumers would stop doing business with a brand or reconsider
their relationship to the brand because of this. More than nine out
of 10 consumers (93%) agree it’s important that every interaction
with a brand is “excellent.”
The demand for a seamless experience
Consumers would like to be treated holistically and see their
entire experience improve, the research found. To achieve this,
brands should focus on consumers’ experiences at every interaction
during the customer journey, from websites and mobile apps to
physical stores and the retail experience.
The data brands gather and how they use it is key to shaping
customers’ experiences. However, consumers should not be expected
to have to opt out of collecting or licensing data as part of this
experience.
To create a seamless experience, Accenture Interactive
recommends brands can benefit from:
- Using fresh opt-in alternatives to track users, such as
encouraging consumers to authenticate on websites and mobile
applications;
- Bringing ad tech contracts in-house to access more effective,
transparent data collection methods; and
- Building the data architecture of enterprise systems in a way
that reflects current regulations.
Brands should extend their approach throughout their advertising
efforts, as the report finds “consumers expect companies to take
note of all of the information about themselves that they’ve chosen
to share.”
An evolving regulatory environment
Brands also need to pay close attention to the evolution of
privacy regulations, such as the General Data Protection Regulation
(GDPR) and California Consumer Privacy Act (CCPA), as they inform
advertising decisions. What should and shouldn’t be done in the
current environment will be shaped by how rights granted under
these laws are interpreted. Regulators are increasing oversight and
enforcement, imposing substantial fines against violators. Between
May 2018 and January 2019, more than 140,000 complaints and queries
were filed with authorities.
As the report recommends, “Brands should build the data
architecture of enterprise systems in a way that reflects current
regulations. Ultimately, brands must be respectful of the rights of
consumers to get access to their data, be ‘forgotten’ or request
portability. This must be baked into their technology.”
Methodology
Accenture surveyed 8,000 consumers in Canada, France, Germany,
Italy, Spain, Sweden, the U.K. and the U.S. to find what their
experiences with digital advertising have been and what drives
their digital advertising preferences when it comes to interacting
with brands, retailers and service providers.
About Accenture
Accenture (NYSE: ACN) is a leading global professional services
company, providing a broad range of services and solutions in
strategy, consulting, digital, technology and operations. Combining
unmatched experience and specialized skills across more than 40
industries and all business functions — underpinned by the world’s
largest delivery network — Accenture works at the intersection of
business and technology to help clients improve their performance
and create sustainable value for their stakeholders. With 492,000
people serving clients in more than 120 countries, Accenture drives
innovation to improve the way the world works and lives. Visit us
at www.accenture.com.
Accenture Interactive helps the world’s leading brands transform
their customer experiences across the entire customer journey.
Through our connected offerings in design, marketing, content and
commerce, we create new ways to win in today’s experience-led
economy. Accenture Interactive is ranked the world’s largest
digital agency in the latest Ad Age Agency Report for the fourth
year in a row, and was named a 2019 Most Innovative Company in
Advertising by Fast Company. To learn more, follow us
@AccentureACTIVE and visit www.accentureinteractive.com.
Copyright © 2019 Accenture. All rights reserved. Accenture and
its logo are trademarks of Accenture.
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Kelly Coffed Accenture +1 404 219 3100
kelly.coffed@accenture.com
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