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SYDNEY, AUSTRALIA, July 16, 2014 /24-7PressRelease/ -- In his Marketing Week Live 2014 presentation last month, Camelot insights chief Nick Bonney claimed that businesses will never reach a single customer view due to customers being unwilling to cooperate with the sharing of personal information and spending behaviour.
Bonney claimed there is an increasing concern within marketing that customers are unhappy with the idea that businesses are learning more about them than ever before and now have the capabilities to monitor their behaviour and buying habits.
He claims the problem is partly due to recent developments affecting the data collection process. With recent media reports of online payment service PayPal and auction site EBay suffering a security breach that put thousands of customers' details at risk many consumers are seeking out ways to stay anonymous online in order to protect their information and identities. This nervousness towards sharing information online has had serious consequences for marketers relying on online data to identify their target audiences and spread brand awareness, providing marketers with just a partial view of the available market.
Bonney also puts this lack of usable data down to store loyalty cards falling out of favour. Where consumers once rushed to collect their loyalty points to earn rewards, many consumers have got bored of the long process involved in actually getting anything back from the schemes. Pair this with the number of consumers who forget or lose their cards the struggle for accurate information seems very real.
However AusCorp Connect are disputing these claims, stating that Bonney's view fails to address the results of direct face to face marketing as opposed to digital marketing techniques. AusCorp Connect has found that customers are open to sharing information if the service they are receiving is of a high quality. Through the work of their highly trained sales teams, AusCorp Connect have found that one to one honest interactions with consumers have led to increased customer acquisition and retention rates for their clients. By dealing with customers on a personal level from the outset and focusing on building strong customer relationships AusCorp Connect have the ability to help their clients understand the needs of their customers. Although Bonney suggests that customers don't want businesses knowing so much about them, AusCorp Connect believe there is a big difference between gathering information digitally and meeting customer in person to develop a unique service tailored to suit their individual needs.
Despite Bonney's claims, AusCorp Connect have reported the demands for their outsourced direct marketing services remains high. By focusing less on social media and online avenues, businesses can start to find other more transparent ways of collecting data and building lasting customer relationships.
AusCorp Connect is a direct marketing company specialising in face-to-face techniques.
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