News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Poll: Amazon more trustworthy than Facebook
New data out from Harris Interactive and Placecast finds that, from a consumer data standpoint, most US shoppers trust Amazon more than they trust social network Facebook. Most poll respondents (66%) said Amazon's use of personal data 'somewhat to very acceptable' while only 33% of Facebook users said the same thing.
The most trustworthy entities, researchers found, were grocery stores. Other interesting findings include:
• 81% of respondents said they were 'comfortable with' grocery stores' use of purchase information to deliver relevant coupons
• 47% of 18-34 year olds said they were comfortable with mobile providers using location-with-permission to send relevant information
"Facebook's business is based on the use of consumer data to target ads. They clearly have a challenge convincing their huge user base that there is value in the exchange of personal data for a free service," said Placecast CEO Alistair Goodman. "In contrast, Amazon is a company just a few years older than Facebook, but they have created a scenario where consumers understand and accept the benefit their data provides for the service they are receiving - much like consumer's acceptance of grocery coupons tied to purchase data."
"There is great potential for the use of location for targeting on mobile," said Kathryn Koegel, Chief of Insights for Primary Impact consulting, which worked with Placecast and Harris to develop the poll. "Location is incredibly predictive of purchase intent - you are where you intend to buy - and marketers should look closely at acceptable, permission-based ways to use this data. As more and more consumers use apps that convey a specific benefit for turning on location tracking on their device - finding movies, restaurants, retail and entertainment options near them - they will be increasingly open to this kind of info being used by marketers to push relevant offers."
The use of consumer data to provide more relevant experiences or to offer more relevant products/advertising is not new. While many consumers are okay with the use of anonymous data to offer these improved experiences, a growing number worry about the security of their personal information. Some also worry that the data isn't kept private or anonymous, according to other research.
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...