Adapting Your Customer Acquisition Strategy Post GDPR | Pure360

Adapting Your Customer Acquisition Strategy Post GDPR

Every type of marketing has one thing in common. Whatever your industry, channel, or audience — all marketing exists to change the way consumers behave.

Feel that way. Click that button. Prefer that brand. Make that purchase. Submit that review.

In order to prompt these actions, marketers need to understand the mindset of their audience.

GDPR has landed and the flurry of re-permission campaigns that came with it ensured that consumers noticed its arrival. As a consequence, consumers are now more alert to how their data is used.

But what else has changed? As marketers, what do you need to know about the post-GDPR consumer mindset? And how should this inform your customer acquisition strategy?

To help you answer these questions, we have created a special report in collaboration with the DMA: Acquisition and the Consumer Mindset 2018.

How to improve your customer acquisition strategy

Many brands are facing the reality of depleted marketing lists post GDPR. Attracting new subscribers and increasing customer acquisition has become a top priority for these brands.

Our research with the DMA tells us that most people prefer to receive marketing messages via email. In fact, 73 percent rank email as first or second place over eight other channels.

Statistics like this drive home how important email is as a channel. In the face of the challenges GDPR has created when it comes to email list growth, it is important to stay focused on this.

The arrival of the new legislation has woken consumers up to the fact their email addresses are precious. As a result, they may need more convincing to part with them.

In the post-GDPR marketing landscape, consumers expect value in return for their data. Increasingly, smart brands are turning to intelligent personalisation to provide this.

What makes a brand trustworthy?

In this new data climate, brand trust is more important than ever. Our research asks — and answers — crucial questions to unpick what makes consumers trust brands more.

trust

Notably, we found that trustworthy marketing is both relevant and simple. The more relevant a message is, the more likely a consumer is to trust it. And marketing that is easy to understand is more trustworthy than overly complicated messages.

Smart automations are essential for marketers who want to ensure their messages are relevant. One example is sending behavioural triggered emails containing dynamic, personalised content.

These intelligent personalisation tactics are powered by big data and machine learning. They allow marketers to predict and shape consumer behaviour.

While the technology behind this may sound complex, using it is incredibly straight-forward. And the messages you use it to deliver should be equally simple.

Your copy doesn’t have to be complicated. It can be simple, bold, and punchy. The contextual relevance of your message — and its timely delivery — will ensure it resonates.

Consumers and technology

To deliver your marketing messages in the right way, understanding how consumers really feel about using new technology to engage with brands is crucial.

Our new report sheds light on this. It will help you to understand the extent to which consumers are drawn to chatbots and smart assistants — and the times when human communication is preferable.

Striking a balance between new technology and traditional customer service is crucial for brands that want to build a strong relationship with their customers.

We found, for example, that for 55 percent of consumers the desire to speak to a human is a barrier to using chatbots. This kind of insight is essential for brands that want to meet consumer expectations.

Takeaway

Understanding how consumers think is fundamental for marketers who are serious about affecting behavioural change. Shaping consumer behaviour is, after all, the underlying objective of all marketing activity.

Gaining insight into the consumer mindset is particularly important given the changes GDPR has invoked in the consumer consciousness. Increased data awareness and rising consumer expectations have big implications for the approach brands take.

Pure360’s report with the DMA brings crucial new research to light that can help your brand increase customer acquisition, build trust, and better understand how consumers view technology. All things which help you achieve better results from your marketing and achieve business growth.

To start benefiting from these essential insights into the post-GDPR consumer mindset, download the full report now.

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Kristian Bannister
Kristian Bannister
Kristian is a Senior Marketing Manager at Pure360. You'll likely find him writing about marketing strategy and customer experience.
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