2019年消费者调查.pdf

Leading brands are using data to humanize their customer relationships and learning where to draw the line between invasive and inventive. Accenture Interactives 2019 Consumer Pulse SurveySee people, not patterns.ContentsMilestones in digital advertisingJust because you can doesnt mean you shouldData gathering, within reasonWhat customers want from digital advertisingRegulations take holdThe line in the sandThe seamless experienceMethodology35 79 11121415Lessons from the front lines of digital advertising on how to use data respectfully and re sponsibly.MANY CONSUMERS FEEL BRANDS dont know them well enough to serve them in a way that makes them feel special, but when those brands seem to know too muchand act on that knowledgethey can quickly lose consumers trust. That push and pull between consumers desire to be known and their wish for privacy has increasingly become an issue for brands. As we mark the 25-year anniversary of what has been celebrated as one of the first digital banners, digital advertising plays a bigger role in the cultural conversation than ever before. Milestones in digital advertisingAT&T purchases a small ad on HotWired that says “Have you ever clicked your mouse right here?”1994YouTube is founded.2005Google launches and by 2000 introduces AdWords, ushering in the pay-per-click model.1998Mobile traffic exceeds conventional web traffic for the first time. 2015Macromedia introduces Flash, the graphics and animation platform.1996The launch of iPhones App Store ushers in new opportunities for brands to reach consumers.2008The iPhone is introduced, and brands focus more on mobile advertising. 2007Voice technology disrupts the digital advertising landscape. US digital ad revenue tops $100 billion for the first time. 2018The first pop-up ad is invented.1997YouTube starts allowing ads in seven different formats. 2009Facebook introduces sponsored links and small display ads that target customers in particular demographics.2006Industry pivots around data respect and responsibility.2019Sources: business.linkedin/en-uk/marketing-solutions/blog/posts/infographic-of-the-week/2019/Infographic-of-the-Month-A-Look-Back-at-25-Years-of-Digital-Advertisingtheatlantic/technology/archive/2011/08/infographic-the-history-of-video-advertising-on-youtube/242836/advertise/theblog/2019/05/28/u-s-digital-ad-revenues-tops-100-billion-for-the-first-time-in-2018-per-iab-report/Accenture Interactives 2019 Consumer Pulse Survey See people, not patterns.3This year Accenture Interactive conducted a consumer pulse survey to gain an understanding of how brands are creating paths to success with their digital advertising campaigns. We surveyed 8,000 consumers in Canada, France, Germany, Italy, Spain, Sweden, the UK and the US to find out their answers. Consumers increasingly expect brands to know and understand them at a time when first-party data, gained from consumer interactions, is taking hold. Our research focused on three areas: What are consumers experiences with digital advertising?What are the drivers of consumers online purchases?What are the most effective data-driven marketing efforts and challenges?4 Accenture Interactives 2019 Consumer Pulse Survey See people, not patterns.WE FOUND THAT MANY CONSUMERS feel the automated techniques brands are using to serve them are not effective. The algorithmic recommendations brands make to them, based on their demographics and past behaviors and purchases, dont accurately reflect their intention. A salesperson in a store asking thoughtful questions to figure out what a shopper might like to buy is typically much more effective. But often, digital advertising behaves in a way that suggests a brand does not know the shopper at all. Or a brand collects data without having a clear purpose for doing so. That practice can create many risks and is no longer acceptable to consumers or regulators.The good news is that there is a big opportunity for brands to take a more mindful approach to data collection and to design a holistic customer experience while doing so. Consumers do want a better, more customer-focused experience, with 65% willing to share more personal data in return. Amazon is a good example. Many consumers are willing to hand over personal data to the giant e-commerce retailer because of their level of trust in how this information will be used and the high level of service they will receive in return. Brands that treat data collection and data strategy as part of the consumer experience can benefit from greater consumer willingness to share information. For instance, Accenture Interactive found that 73% of consumers are willing to share more personal information if brands are transparent about how it is used, up from 66% in 2018. Providing consumers with value for their data, ensuring that the brand wont lose or abuse their data, and recognizing consumers in a way that puts them at ease are all part of a better experience. This approach requires a human and humane approach to data. Think about typical personal interactions. People expect someone theyve met before to recognize themand they expect someone theyve never met not to recognize them. The same logic applies digitally. Forward-thinking brands are finding ways to approximate how humans behave, in a humane and ethical way.Just because you can doesnt mean you shouldAccenture Interactives 2019 Consumer Pulse Survey See people, not patterns.5Receiving an ad for something you talked about near a voice assistant but never searched for (73%)An ad that follows you across devices (69%)A chatbot that has access to your past online shopping (not just purchases) (66%)An ad on a social media site based on a recent shopping visit on another site (66%)A chatbot that has access to your past customer service interactions (64%)Top 5 creepiest advertising techniques as cited by consumers :12345See people, not patterns.6 Accenture Interactives 2019 Consumer Pulse Survey CONSUMERS INCREASINGLY EXPECT BRANDS digital advertising to show they are known and recognized, as long as there is transparency around what the brands are doing with their data. Accenture Interactive found that 87% of consumers think its important to purchase from brands or retailers that understand “the real me.” When digital advertising was new, a brands advertising team had a lot of latitude to experiment, and consumers werent as vocal about privacy worries. Today, however, as we mark the 25th anniversary of what the industry has cited as one of the first digital banner ads*, digital advertising is part of everyday life. Consumers have current preferences for how they want brands to interact with them digitally. Their tolerance for the way most data is collected may vary with demographic factors, such as their age, gender or even geo-localization. Regardless, they dont want brands to go too far and violate their privacy when delivering a custom-tailored, 360-degree experience.Data gathering, within reason Among consumers who said a brand had communicated in a way that was too personal, 71% said that it was because the brand had information about them or their family that they didnt share directly.71% * thedrum/news/2019/06/14/one-banner-ad-global-industry-digital-advertising-25-yearsAccenture Interactives 2019 Consumer Pulse Survey See people, not patterns.7One central task of leaders in this environment is to limit data gathering to information they have a right to know, and they must provide value in exchange for that data. With 76% of consumers saying they are uncomfortable with data collection via a microphone or voice assistant, providers of these devices will have to make clearer the value exchange when they do collect this data, or there will likely be a backlash. Handling data responsibly is a fast-emerging component of corporate accountability. As the executive who comes closest to owning the brand experience, the CMO plays a pivotal and fast-evolving role, with 90% of decision-makers agreeing that the CMO should be the internal advocate for their customers, according to research by Forrester Consulting and Accenture Interactive*. And, as other C-suite leaders and board members start to share this accountability, the CMO will play a key role in bringing all parties together to make decisions that affect the future of the brand. A new conversation must take place among C-suite executives and boards to make sure they get this right. Companies face real risk if they dont, including regulatory risk, reputational risk and bottom-line risk. Those who find the right route to success by truly listening to and knowing their customers will have a tremendous opportunity with consumers.* accenture/us-en/insights/digital/connecting-collaborating-crushing-it Accenture Interactives 2019 Consumer Pulse Survey See people, not patterns.8WHAT MANY CONSUMERS ULTIMATELY WANT is for digital advertising to have the same social intelligence as a familiar salesperson in their favorite storeone who can tell from the expression on their face that theyre in the mood to splurge or that theyre in a hurry because its a Tuesday night and they need to get home to dinner. That salesperson has the social intelligence to avoid certain missteps, such as suggesting the consumer might need a new bathing suit for an upcoming Hawaiian vacation that the salesperson overheard the consumer mention. The brands that approximate that human touch best (using automation) will stand out and win consumer loyalty. Brands that cant pull it off will feel sterile.What consumers want from digital advertisingNearly 30% of consumers said a brand had become “too personal”and 69% of these consumers would stop doing business with a brand or reconsider their relationship to the brand because of this.69% Accenture Interactives 2019 Consumer Pulse Survey See people, not patterns.9Among consumers who left a retailer/branded website because of poor personalization, 51% think invasive ads are on the rise.SponsoredComment:51%51%51%51%51%Effective strategies include : Full transparency. Many consumers are willing to share data if brands are transparent about how it is being used. Smart use of walled gardens. Even when brands rely on high-quality data sources such as Amazon, Facebook and Google, consumers experience should be as consistent as possible across platforms.Creating a cohesive experience. The digital ad experience should be connected to the customer experience, whether on the web or in the store, though ads should be tailored to the channel where they appear. Behaving like a human. Human salespeople will only ask if you are interested in buying a shirt so many times before they finally stop trying to sell it. Similarly, capping the number of times someone sees an ad across all channels is important.Correctly attributing the results of digital advertising. Brands need to make sure their data collection helps them accurately determine which ads actually contributed to consumers decision to buy. So how can brands hit the mark? See people, not patterns.Accenture Interactives 2019 Consumer Pulse Survey 10