Brands must know when to be IntelligentlyOn to engage consumers

In our ever increasingly digitalised world, consumers’ relationship with technology continues to evolve. In context, more than half of the UK population will be regularly using tablet computers in 2015, representing 64 per cent of internet users, according to new research from eMarketer.

With the proliferation of devices comes a proliferation of data and as consumers’ interactions with technology evolves, so too does their awareness of their online identities and the inherent value their data holds. This presents challenges, but also a host of opportunities for marketers.

If used smartly, and in line with changing consumer expectations, this data offers the insights brands need to help them better understand how to not only be in the moments that matter for consumers, but to also own them.

At Microsoft, we believe that all good campaigns should be grounded in insights; therefore, we recently launched our new 2015 Digital Trends research, which examines these evolving consumer expectations when it comes to brands’ use of data and their digital experiences.

It found that people are becoming more comfortable about sharing information on their personal lives online, as long as the value exchange between brands is clearly identified, and most importantly, consumers understand what they are getting in return.

This notion of the value exchange is an important take away for marketers, running through all of the trends the research identified. Here are three considerations for brand marketers:

1. Right to My Identity: As individuals we are seeking a greater degree of control over our digital selves. 78 per cent of UK consumers are interested in services that help them manage their digital data, so brands should provide greater transparency on the varying levels of data sharing available to them.
    
2. Value Me: Consumers increasingly understand the importance of their digital data and look for ways to find value in return. Three quarters of consumers say it's important that companies let them know how they use their personal data and 57 per cent are interested in a value exchange so long as they derive personal benefit. Brands must talk in a language consumers understand, showing them the respect they deserve by removing jargon when clearly explaining how the business is using their data. Brands also need to provide a compelling incentive, highlighting the benefit of sharing this information in return for relevant experiences.
    
3. IntelligentlyOn: People are increasingly looking for technology to offer up more natural experiences at the right place and time. Businesses should use data in a way that allows them to identify the moments that matter to consumers, understanding the wider context around personal behavior, wants and needs and serving experiences that augment existing routine. People hate irrelevant advertising, but useful – well targeted – advertising can lead them to singing your brand name from the rooftops.

Brands that don’t understand this sensitive relationship between brand trust and consumer data will be left behind. At Microsoft we are working with our industry partners to help instill this consumer confidence. By demonstrating the campaigns and innovative ideas, we can prove that advertising doesn’t need to be something consumers shy away from but instead become opt-in experiences that they chose to engage with.

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