News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Effective customer acquisition relies on trust, transparency
Companies that respect their customer's privacy and foster trust and transparency will be the most successful, according to new research from the Direct Marketing Association and customer acquisition services provider McDowall.
In its inaugural Customer Acquisition Barometer 2014, the Direct Marketing Association (UK) reveals that only one in two consumers in the UK have willingly shared their personal information with a company over the last 12 months. That's despite marketers spending more than half (59%) of their budgets on customer acquisition campaigns compared with 20% on retention activity.
One of the main barriers to consumers giving up personal information within the acquisition stage is concern as to who will eventually get hold of the data - either by a company sharing details with third parties or the company itself being hacked.
Control of their data matters to consumers with eight out of 10 saying they would be more likely to provide businesses with their information if they were guaranteed it would not be used by anyone else.
"Effective customer acquisition relies on trust and transparency which is undermined by some companies, organizations and institutions misusing, abusing and exploiting people's information against their expectations and wishes," says Chris Combemale, executive director of the DMA. "The most successful companies are respecting their customer's attitudes to privacy and making trust a critical brand differentiator."
Image via Shutterstock
- Expert: How to reconnect customers
- Fiksu launches mobile audience platform
- Ad Roundup: Solutions for mobile, online reach
- Imbalanced approach to social means consumers left waiting for response
- Reports show upswing for connected TV, downswing for pay
- Study: Smartphone viewers more likely to click
- How technology can improve the classroom
- Campaign launched to increase awareness of role of ads in funding free online editorial
Featured White Papers
- B2B Marketing Automation Platforms 2015: A Marketer's Guide
This report was prepared by conducting in-depth interviews with leading vendors and industry experts....
- Why Marketing Should Be Personal
Read our report, Why Marketing Should be Personal, created in partnership with Econsultancy, to learn why 700 marketers ranked personalization...
- Digital Trends 2015
Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to...