Keeping customers up-to-date with the latest information on e-commerce and the greatest objective: security. The more secure customers feel more customers are encouraged to buy. Here are seven options able to stimulate acquisitions through Internet.
Regarding our last article on the subject, the Direct Marketing Asociation has provided some revealing information within everyone’s reach. Contests, authorizations, information exchanges … make the difference between a consumer being trustworthy or not on exchanging valuable information for our business.
1. Consumers and sellers have a common interest: information exchange. For users, their buying activity is based on finding the most modern products and services, getting the best deals and getting in touch with the different companies that attract them most. That’s why the majority of them say that in the last 12 months they have shared their personal information. For distributors, ensuring their customers a sense of “fair price” (with all its nuances of quality) is their marketing key.
2. Both parties agree that the best channels for this information exchange are email and web. Consumers are more confident giving their personal information through these contact points (43% and 42%, respectively), highlighting the mail as the most preferred contact route. For marketers, these are also the most used channels to attract customers, with a 40% lead in e-mailing and 30% in websites channels.
3. There are more differences between the two parties regarding social networks. While social networks are included in 77% of the companies customer acquisition programmes, only 9% of the consumers claim to have been tempted to buy through them (although in the age range between 18 to 24 years old this rises to 20%).
4. So that information exchange is effective and sustainable, it must be based on three elements: authorization, reward and control. When consumers place their personal data, half of this data (49%) has a relatively short estimated life of only six months, while a third (35%) could be up to 12 months. Meanwhile, although consumers are more aware of their privacy rights, six out of 10 companies do not expect this to impact on their customer acquisition.
5. Prizes can be an effective incentive for encouraging consumers to share information: 32% are motivated with quizzes and 29% with loyalty programmes. Incentives should be aligned by age, as what attracts young adults doesn’t always attract older.
6. Control is also important for the consumer, eight out of 10 say they are more likely to share information if it is only used once. Privacy policies also have an important role, even though, in reality, 79% of consumers never or only sometimes read them. However, companies are well aware of the need for clear privacy policies and explain how the information will be used and make sure it is only used under those terms.
7. The most important point of marketing rules is to respect consumer’s interests and desires. There are more companies worried about achieving a greater number of leads which will increase in the next 12 months from 21% to 35%. This means going back to consumer acquisition marketing: the more the two parties (marketer and consumer) understand each other the better for both.