Marketing has gotten messy

When it comes to privacy, the average consumer is on high alert

Say what you will about Web3 and the blockchain, but growing interest in decentralisation proves that people are wising up to how their data is being handled.

More than 3 out of 5 consumers feel like they’ve lost control over their personal information, up from just 46% three years ago in 2019.

Marketers have done their part to address customer concerns to some extent. However, more than 20% of marketers still admit that they do not have a comprehensive overview of whether customers have consented to receiving marketing messages when in reality, that percentage should be far closer to zero than it currently is.

Collected data needs to be put to good use

Despite all the data that companies are collecting to build more accurate customer personas, it seems that very few eyes even gloss over said data.

According to a Deloitte survey, nearly all ad types achieved negative scores for customer sentiment. The only exception was ads on social media platforms at just 2 points.

Even marketers themselves aren’t convinced

Most telling of all is the fact that only 14% of marketing managers are satisfied with the overall performance and outcomes of their marketing investment. If we’re not convinced by our own work, who else will be?

So the million dollar question is, how can marketers be more confident?

Answer - By focusing on their customers, of course.

By staying in touch with what’s happening on the ground, marketers can put together strategies that actually align with their audience and generate far better results.

Let’s explore how CPaaS can help out with that.