MARK SCHAEFER is a marketing strategy consultant,
keynote speaker and author. In his latest book,
“Marketing Rebellion: The Most Human Company
Wins,” he highlights the vast chasm between
what companies believe to be effective marketing
today and what real consumers truly expect from
us. Schaefer’s research underscores the need
for marketing to connect in an authentic and
meaningful way:
❱ BUSINESSES think just 13% of their marketing
messages are unsolicited, while consumers feel
85% of the messages they receive from businesses
are spam.
❱ BUSINESSES believe 81% of their marketing
messages are relevant and useful, in contrast with
84% of consumers who say these communications
are not useful at all!
❱ BUSINESSES believe that 75% of their corporate
communications are personalized, while consumers
feel it is more like 17%.
milkshake 11
5 BEST PRACTICES FOR
BALANCING DATA COLLECTION,
PRIVACY AND CX
As a result of regular news stories about corporate data breaches to
documentaries about how social media uses data, public awareness is
increasing around how personal data is collected, stored, protected and
used. Businesses have various ways they can use their more unified data
to improve the customer experience. Check out these best practices from
MarketingProfs:
1. EMPOWER YOUR CUSTOMERS
Give them control over their data.
Let them set their preferences over
what data is shared and contact
channels for shipping notifications
and promotions.
2. SHOW CUSTOMERS WHAT
YOU KNOW ABOUT THEM
Be transparent. When customers
come to your website, they should
be able to see information you
already have, such as their purchase
history and previously viewed items.
3. MAKE IT EASIER FOR YOUR
CUSTOMERS TO DO BUSINESS
WITH YOU
Think about the cookie policy
experience. You don’t want to stop
customers as soon as they come to
your site. Use data to streamline their
experience in your storefront.
4. MAKE YOUR MESSAGES
RELEVANT
Only send your customers
communications that align with their
shopping history, buying patterns
and preferences. For example, if a
customer wants to get promos only
about a certain topic via text, stick
to that.
5. BE TRANSPARENT ABOUT
DATA COLLECTION
Clearly state to customers what
you’re collecting, why you’re
collecting it, how you’re going to
store it and use it, and how the
consumer can change the data they
share with your brand.
We need to stay mindful
of what distinguishes the
different audiences we
serve, not just from one industry
to the next, but also from one
job role to the next. That’s what
personalization looks like in B2B
marketing—the ability to roll out
creative content in a way that’s
highly targeted and relevant.”
— Joerg Hufschmid, Marketing Manager
for Panasonic Business Europe
July 2022