More and more companies have a marketing and sales strategy of personalizing their offer. But does this strategy really correspond to customer expectations? This is the question raised by Emakina and BFM business regarding e-commerce sites. The latter commissioned an independent survey institute (Odoxa) to answer this question. The study focuses more specifically on the collection of personal data used for personalized marketing.
The study is clear. 64% of French people do not appreciate receiving personalized advertising on their web channels. So the first question arises: have companies confused technological progress with customer experience? vietnam whatsapp data
However, the study is about a B2C context, but we know from other studies such as the Harvard Business Review that we apply our daily uses in our professional space. That is to say, we proceed in the same way to search for information or that marketing strategies annoy us.
Is personalized marketing then an effective strategy to offer a pleasant user experience that can lead to a purchase? Furthermore, is the data collection really reliable and of quality to carry out personalized marketing?Before going into more detail in this study, we would like to redefine with you the principle of personalized marketing. Even if everything is ultimately in the title of this strategy, personalized marketing is much more complex than we think.