Traditional methods of interacting with brands are failing to hold consumer interest as people are clamoring for new ways to engage. Research by the DMA into engagement between consumers and brands discovered that half of people would be interested in a brand making use of artificial intelligence for consumer engagement – for example, by employing chat bots or virtual assistants. This figure rises to a remarkable 79 percent when looking at the 16-24-year-old age group in isolation.
The managing director of the DMA, Rachel Aldighieri, said: “Current engagement methods often seem clumsy, like ‘brand stalking’, where items follow a consumer around on web banners. Instead, consumer data could be used in virtual or artificial intelligence systems. One example could be chatbots, giving brands a better way to use their data and consumers a more meaningful interaction,”
The UK one-to-one marketing industry trade association also uncovered a number of other useful statistics. For example, they found that 54 percent of those in the Generation Y/Millennial age group said they would be interested in a service that could detect their current state of mind and send them offers or deals depending on their mood.
Customers are fickle when it comes to brand loyalty
Just 40 percent of respondents said they are actively loyal to brands, while 28 percent said they are actively disloyal to certain brands. The remaining respondents say that their loyalty depends on the context.
When asked to identify their biggest considerations when making purchases, quality was cited by 72 percent of respondents. Service was an important consideration for 64 percent of people, while 62 percent looked out for offers or deals. Convenience was identified by 57 percent of those who took part in the survey.
Brands must prove their value
The results also show that brands need to go out of their way to prove their value. More than three fourths of respondents said they were willing to spend some time trying to find the best value they could.
Loyalty schemes seem like a particularly good route to take. Only 24 percent of people are currently part of a loyalty scheme, but 46 percent say they would love to be part of one. Moreover, 77 percent of respondents said they would be open to joining such a scheme following the purchase of a product.
The DMA also found that consumers are willing to share data for benefits like loyalty rewards or special deals. Forty percent of people would be interested in a service that could remind them of birthdays and provide gift suggestions. This shows that there are many potential avenues brands could take if they want to attract and retain the current generation of shoppers.
