Consumers Want Control Over Marketing Communications
MarketingSherpa recently released an infographic that shows a majority of consumers prefer to receive updates from brands and retailers with only 8% said they “prefer not to receive any company updates or promotion.” Generally consumers want to receive updates and promotions in a way they have some control over. The top three methods, according to the infographic, is to receive the updates and promotions in the mail (54%), to subscribe to receive emails at a frequency they choose (49%) and to visit a company’s website when they want the updates or promotions (38%). Only 24% prefer to subscribe to receive emails that are sent at a pre-determined frequency chosen by the brand and only 20% preferred to follow a business or brand on social media.
In BIA/Kelsey’s Local Commerce Monitor, Wave 19, survey of small and medium businesses, over three quarters of SMBs maintain a customer list but only 23% say they offer a customer loyalty program. There is a big opportunity in providing tools to help SMBs promote offers via digital channels to their customers. When providing a customer loyalty tool make sure you provide an options for consumers to pick what they want promotions on, the frequency and how it is delivered. Offering these customizations can help activate consumers to an offer.
BIA/Kelsey’s LCM reports can be viewed and downloaded by clients here, or purchased a la carte in the new BIA/Kelsey eStore.