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Poor Retargeting: A Big Reason Customers Are Blocking Brands

Retargeting customers incorrectly can be costly so it is important marketers get it right, writes Tobias Buxhoidt, founder and CEO of parcelLab, in a column for Venture Beat.

A recent survey from parcelLab found that almost half of U.S. consumers (49%) say they’ve been marketed to incorrectly by brands they’ve shopped with before and have taken action as a result. Those actions include:

  • Unsubscribed from the brand’s marketing efforts (57%)
  • Blocked the brand social media (34%)
  • Say they won’t buy from the brand anymore (31%)

cyber security 3400555 640“Not understanding, or worse, overlooking, how basic data can translate into increased success can be detrimental to your business,” according to the article. “Consumer frustration is at an all-time high, and in a competitive market, brands have an obligation to provide a top-notch experience, which starts with personalization.”

Using the correct data is important in retargeting. Customer data can be placed into two main types of buckets: basic and behavioral data. Basic data includes gender, location and sizing, which can be gathered through purchase histories. Behavioral analyzes how a consumer interacts with a brand and can uncover trends.

Firms would be wise to focus on data voluntarily given to a brand in exchange for something of value that could improve the customer experience. This approach helps eliminate guesswork on the part of the consumer.

Read the full article from Venture Beat.

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