Latest News

Consumers less willing to offer personal information

Consumers are becoming less willing to provide personal details and information to marketers, even in exchange for incentives such as store rewards cards, discounts and free samples, according to Marketing Week.

However, a recent survey from Data Tracker found the only incentive that increased in appeal over the past year was free shipping, which was cited by 20 percent of surveyed consumers.

"Consumers increasingly expect brands to provide services or information without asking for personal data," Fast.MAP managing director David Cole told the source. "Only once that initial engagement has taken place will it perhaps become possible for brands to start a real conversation and build more detailed information."

The trend is likely in response to the widespread use of web-based media, which relies on digital interaction with customers and the sharing of information to achieve any sort of substantial market research.

Accordingly, this may spell goods news for direct mail marketing and promotion, which can be used to distribute content randomly or precisely with mailing software and does not rely on recipients contributing their own information.