Posted in: Digital marketingLast update: 22/11/17
Despite the fact that e-commerce, social media and all variety of internet platforms are more widely used than ever before, users’ reluctance to share their personal data with brands is still the main barrier when it comes to participating in sweepstakes and promotions.
Consumers are increasingly aware of the importance of their personal data. And, because they don’t want brands to obtain personal information about their habits, tastes, preferences and other things without their consent, consumers are protective of this data. For this reason, in any promotional action aimed at obtaining new leads for converting into clients, one of the challenges in Marketing is how to overcome this problem. Here are three findings that can help you solve this conundrum:
1. Pizza in exchange for data
But the study revealed yet another interesting aspect of user/participant behavior when the gift factor was introduced. A free pizza was offered as an incentive for the user to provide the email addresses of three friends. Most students didn’t hesitate to make the exchange. Even users who had previously selected the app’s maximum privacy option had no qualms about sharing their data with the brand.
In the above case, the action was perfectly legitimate because it was a study. However, there is clearly an ethical point to consider before using it in a real promotion. Nonetheless, the results show us something that we can apply in a totally ethical way: an incentive can be used as a currency of exchange for obtaining the consent of participants in providing their data. Of course, it’s important to choose the right incentive.
2. Follow brands and participate in their promotions
The 2017 Annual Social Networks Study published by IAB Spain reveals interesting data about the relationship between internet users and brands on social networks. In Spain, 83% of those surveyed follow brands via networks such as Facebook and Instagram, mainly to keep themselves up to date with the brands. Of those users, 40% have no problem in sharing their information in exchange for promotions and publicity that might be of interest to them. For this reason, online promotions are a good strategy for capturing and loyalizing your audience.
3. The prize: the best way to attract participants to a promotion
One Easypromos survey of 1,700 participants in online promotions confirmed that the prize is the most important factor in helping people decide whether or not to participate in a contest, sweepstakes or promotion. 48% indicated that it’s the most important factor, while 45% considered it quite important. The brand organizing the promotion is also an important factor, but not a decisive one. 82% of those surveyed said that the prize was more important than the brand, while only 18% of those surveyed said that the brand is what most influences their decision to take part. Keeping this in mind, choosing the ideal incentive is vitally important in ensuring that the promotion achieves a high level of participation and success. Gadgets, experiences, and tickets to shows (cinema, theatre, concerts) are the most highly-valued types of prize, but the choice of prize also depends on the campaign, the audience and the organizing brand.
The behavior of users and their relationship with brands in the online environment is changing and evolving over time. These factors also depend a great deal on the age of the target audience and the dynamics of participation. For this reason, it’s important to survey and study internet users to get a better awareness of what they consider to be annoying or intrusive behavior by brands. This will ensure that brands can find ways of providing actions or benefits to their online public as a way of obtaining their consent while maintaining an atmosphere of dialogue and trust.
Publication date: 2017-11-22