A new study published today by Mediabrands Marketing Sciences entitled Privacy versus Relevancy: The Value Exchange, reported that although 60% of consumers said it felt ‘weird’ knowing that companies can target them based on the geographical location, 62% said that they were interested in receiving advertising messages telling them of special offers nearby, and 59% were interested in give-ways at local places, such as free coffee offers in a cafe.
The report suggests a new era was emerging charactarised by an increasingly sophisticated value exchange where consumers were willing to relinquish some level of privacy, if suitably rewarded.
We at Top Cat think it’s further food for thought when planning your next e-mail campaign, and there’s no better time than now to be doing it!
