A new study by creative technology agency Rehab reveals that only 16% of British consumers feel that the brands buy from truly understand their needs.
The research, coordinated by the revered pollster YouGov, also highlights that most customers (53%) claim to buy products based on adverts just once a year or less.
Of course, many customers may do so more than they conceive. Nevertheless, both findings seem to magnify the importance of accelerating personalisation programmes while also preparing for cookies ending in 2023.
Taking this point further, Rob Bennett, CEO of Rehab Agency, said:
Brands everywhere will need to actually build a relationship with their customers, rather than relying on digital stealth. To do this, they will need to provide customers with more value and more reasons to trust in their relationship.
"Getting it right means pulling technology and marketing together to manage a strategic shift, with absolute transparency on why personal data is collected and how it’s protected."
Such transparency is critical, as brands will need to collect first party data in an open, consensual manner to evolve personalisation programmes.
In some cases, increased transparency may also provide revenue opportunities, with 35% of people claiming that they would pay £5 for a version of WhatsApp that does not share data with Meta companies. As such, the company is perhaps missing out on a £3.5bn opportunity, according to Rehab estimates.