Aimia white paper: the Four Future – digital loyalty survey
The marketing world is on the cusp of a revolution — one that will create entirely new business models, technologies and channels that will find brands interacting with their customers with new levels of relevance and immediacy. The advent of big data promises ever more insight into consumer behaviours, attitudes and aspirations. Couple this data explosion with a rapidly expanding array of communications channels, and we may herald the arrival of a new golden age of marketing. Or, if marketers chase short-term monetisation of data and exploit these new channels regardless of consumer preference and control, then we might find ourselves in a marketing dystopia. But how can we know that we’re on the right path?
To help marketers divine the proper strategy for navigating the digital future, Aimia has conducted a research study designed to understand consumers’ current attitudes and opinions about data sharing and control, the role of digital media in their lives and about the nature and frequency of digital marketing communications. To collect our data, in the summer of 2012 we conducted a consumer survey in Canada, the UK and the US, using SSI nationally representative online panels. In total, we received slightly more than 6,000 responses — approximately 2,000 respondents in each country.
This report reveals a subset of those survey responses. In each country, we found a consumer population eager to engage online, actively seeking real relationships with their favourite brands, but wary of over-saturation and frustrated by the lack of value and relevance in most marketing communications…
