What makes the difference today is not the amount of data that companies can gather, but its value.
Those who will grasp the opportunities coming from a communication based on trust and relevance, while offering customers tools to maintain greater control over their data, will generate more business opportunities.
The companies that, through quality content, are building a relationship where users can decide freely whether and when to disclose their identity, certainly work in this direction. With First Party data collected with informed consent, those brands are able to increasingly customize their messages.
Let's explore the subject in detail with Francesca Lerario, Managing Director of Ogury Italia, a tech company specializing in Mobile Journey Marketing that recently has carried out the research "The Reality Report", that investigated the users’ opinion about the relationship between data and Digital Marketing.
Q: The research shows that the Digital Marketing model currently adopted by major national and international companies is not sustainable in the long term. With the support of the data you collected, can you explain the reasons behind this, and which good practices we should rather follow?
A: Most mobile ads today are managed by closed platforms, technological giants which can access an incredible amount of data, often collected without the user’s explicit consent. That’s why, as The Reality Report showed us, 9 out of 10 users consider the communications they receive annoying. If advertisements keep being perceived as invasive, users will always have a negative perception of Digital Marketing activities, regardless of how much interesting content might be for them.
The whole industry must make an effort and think again, stop focusing on Data-driven alone and start listening to the users’ choices. Only when users are guaranteed the ability to make a clear and informed choice as to whether or not to give up their data, they will reassess the ads they receive and begin to use them as a useful support to their choices, rather than as a nuisance.
Q: In the long run, can irrelevant and invasive advertising also affect the publishers of the websites and apps that host them?
A: That invasive advertising messages can have a negative impact on brand reputation is not new, but from our "The Reality Report" also emerges that according to 54% of users, irrelevant and inappropriate ads also harm the apps and websites that display such communications.
Although delivering campaigns with irrelevant ads to a very large number of users can generate short-term growth, this strategy will eventually create a negative reputation around the brand, as well as around the apps and websites that host the messages.
Q: What are the favorite channels by users and how can companies use them to create value?
Italy is the only country, along with France, where users have expressed a certain "sympathy" for phone alerts, such as push notifications or messages. Almost a third of respondents in Italy, in fact, indicated them as their first choice when receiving advertising messages, while all other countries rated them as the least welcome.