Consumers want brands to serve up content that is not overly personalised and does not push their morals or values according to new research released by mobile location data enterprise, Blis.
Personalisation has been noted as a hot trend in reports during the last twelve months and while delivering tailored content for audience segments is recommended, the latest survey of 2,000 US consumes suggests they do not want any content or ads that implies surveillance.
It also outlined a new ‘Consumer Hierarchy of Brand Needs’ and marketers may be surprised to hear that ‘brand morals’ and ‘perceived value and trust’ are both less influential than other factors during purchase consideration.
Brand safety has been another much talked about topic recently, but the impact for popular brands may not be as considerable as first thought, because respondents indicated that they were more likely forgive a brand for any mistakes or errors if they already “liked the brand”. However, many are likely to switch if a brand “fails” more than once.
The study also found that 52% of consumers are more loyal to brands compared to five years ago, so marketers have an opportunity to strengthen bonds and drive retention by delivering high quality organic content in the right place, at the right time.
Moving forward, it appears that brands will have to balance how they personalise content for consumers as they do not want anything that is “too intrusive” but do want added value pieces that resonates with them and serves their needs.