MoEngage: Consumers want more marketing personalisation from brands

Consumers have moved on from the question of brands collecting information about them, and instead are focused on when and how brands use this data to present offers that are consistent, relevant, and timely. That’s according to a new survey from customer engagement platform, MoEngage. 

Just over a quarter (26%) of respondents across all four global markets surveyed (US, UK, Canada, Germany) indicated that they want companies to personalise their experiences based on previous purchase history data. Further, 21% of consumers indicated that they expected personalisation based on known interests.

Not only do consumers expect brands to know who they are and what they want to buy, but they also notice when brands fail to create a unified experience across channels.

Other key findings include:

  • 27% said that they are “most frustrated” when brands send inconsistent messaging on different channels, whereas another 27% indicated they are most frustrated by receiving irrelevant content or product messages.
  • Over a third (37%) prefer weekly communication from brands more than daily or monthly messages; however, 14% said that frequency doesn’t matter as long as the information is relevant.
  • Consumers chose email (33%) as their favorite communication channel, however, websites (18%), social media (14%) and mobile SMS/app channels (12%) are gaining traction.
  • Mobile apps were the most frequently adopted new digital channel during COVID-19 to communicate with brands (21%).

The research confirms our belief that the average consumer is well aware that brands are collecting information about them. All they are asking for in return is a more personalized customer experience from brands, regardless of which medium is used to communicate with them.

Raviteja Dodda, CEO, MoEngage