Some brand communication practices – such as sending useful information or tailored emails based on past purchases – resonate well with consumers, but other proactive outreach methods are disliked by many, according to results from an SAP SE poll conducted by Ipsos. Indeed, 37% of respondents said they like it when companies they have bought something from adjust offers to them based on where they live, with 18% disliking this and 31% saying it depends on the company.
While research has found personalization to influence consumers’ purchase decisions – with emailed product recommendations one of the favored forms, the SAP study finds a little more hesitancy on the part of its respondents. Roughly one-third say they like it when companies they have bought from tailor their mailings or emails based on what they know about past purchases, but 22% dislike this practice and 36% believe it depends on the brand. Read the rest at MarketingCharts.