Hitting customers with targeted marketing appears to be a rather good way of killing a sale, according to a new survey.
A Realtime Research survey by Invisibly that polled 1247 people, found that three-quarters of customers don’t want targeted marketing ads.
Invisibly found that 68 percent of respondents say data privacy is important to them and 82 percent of respondents support measures that would prevent companies and devices from collecting or sharing their data.
Based on that it is not surprising that 76 percent don’t like getting targeted marketing ads online and say it needs to stop. Oddly men are bigger fans of targeted adverts than women with 11 per cent more men than women like getting targeted online ads.
The central issue appears to be that customers are concerned with their online privacy and would support changes that would prevent the collecting and sharing of data without consent.
According to Head of Product at Invisibly Dr. Don Vaughn: “The problem we have here is one of consent. People don’t like the fact that data is collected and shared about them when they have not implicitly consented to it.”
Of course, Invisibly is launching a consumer-consented data platform where people get paid for the data they choose to share. But the stats are a warning to companies trying to flog their wares through targeted marketing.
