Digital Cheetah, a provider of cross-channel customer engagement solutions for modern marketing, released its Digital Consumer Trends Index 2022: UK Edition
The study found that UK consumers trust adverts less and prefer “hyper-personalised” brand experiences and interact with a brand across multiple channels, often in unpredictable ways.
“Above all, marketers need to create a strategy of getting closer to their customers. Customers say, “We’re happy to provide our data and sign up for your marketing program in exchange for relevant offers sent to me directly.” says Nick Watson, vice president of customer success at Cheetah Digital.
“When executed correctly, loyalty programs govern the exchange of value between brands and consumers, and not just for a single interaction, but for direct engagement throughout the customer’s lifetime. With experiences personalized and contextually differentiated, they can drive one-to-one relationships that create lifetime value for the customer.”
Based on the UK edition of 2022 Digital Consumer Trends Index:
Email marketing reigns supreme
Email continues to take hold as the preferred channel for UK consumers to receive offers, content, incentives and rewards from brands, according to the report. In fact, when it comes to driving sales, email beats paid social media and display advertising by up to 128% in the UK. This is 20% more than consumers worldwide, 57% more than France and more than double that of Spain (62%).
Price is not the only loyalty factor
The cheapest price is only a loyalty factor. In today’s environment, UK consumers are loyal to brands that create emotional connections by fostering community, recognizing their customers as individuals and providing tailored offers and product recommendations that reflect this. Even more, 61% of UK consumers are willing to pay more to buy from a trusted brand, while only 53% of Spanish consumers and 40% of French consumers are. Overall, this figure rises to 57%.
Greater personalization drives long-term ROI and consumer excitement
In the value exchange economy, UK consumers reward brands that make personalization a priority, with more than half saying they will exchange personal data and preferences to feel part of the brand community. At the same time, there has been an almost 60% increase in UK consumers feeling frustrated with a brand whose personalization initiatives fail to recognize their unique wants and needs. In Spain there was a 50% increase, and in France the increase was even greater, reaching 82%. Overall, there was a 52% increase.
Declining trust in advertising
As Google and other browsers move forward with their plans to completely reduce third-party cookie tracking and consumers become even more proactive in protecting their privacy online, marketers must shift to a data-first strategy. and from scratch to fuel their advertising and marketing initiatives. Over 60% of UK consumers do not trust social media platforms with their data, and they are in good company with 53% of Spanish consumers and 66% of French consumers revealing the same.
Go to UK data results here.
Access the global results here.