Most marketers around the world believe that personalization of the web experience is critical, even if most of them aren’t sure how to go about doing so. New survey results from Janrain suggest that within the US, being shown irrelevant content can drive consumers away: 74% of respondents claim to get frustrated with websites when content, offers, ads, and promotions appear that have nothing to do with their interests. Still, consumers need assurances that their personal data will be handled responsibly.
According to the survey results, 57% of respondents are fine with providing personal information on a website as long as it’s for their benefit and being used in responsible ways. How do they know? 77% would trust businesses more if they explained how they’re leveraging that data to improve their online experience. Read the rest at MarketingCharts.