Over 30% of Consumers Would Switch Brands After Receiving Irrelevant Messages

Personalized communication plays a growing role in customer engagement and can help foster loyalty over the long term. MoEngage has released the findings of a survey that investigates consumer expectations around personalized interactions with brands. The Personalization Pulse Check Report 2023 is aimed at uncovering the types of messages consumers expect from their preferred brands, the frequency of these messages, and their preferred channels of engagement.

In the previous report published in 2021, MoEngage identified consistent, relevant messaging across various channels as the top challenge for consumer brand marketers. The latest report shows that customers prefer frequent communication from brands, as long as the messages are highly personalized and include relevant offers, discounts, or loyalty rewards. The survey results indicate that 41% of consumers in North America want to receive weekly updates from their preferred brands, while 58% are dissatisfied with brands that offer generic and inconsistent messaging.

"Finding the solution to winning customer loyalty can be daunting for brand marketers. To do it well, marketers need to leverage customer data based on prior browsing and shopping behaviors to inform their customer engagement strategies. Consumers are making it clear what they want and expect from brands. It's up to marketers to deliver that experience to keep them coming back," said Raviteja Dodda, CEO, MoEngage.

Despite the progress made in personalized consumer brand marketing, there is still room for improvement. The survey showed that 31.9% of consumers are dissatisfied with brands that send too many or too few communications. Most consumers are frustrated due to the lack of well-planned customer engagement strategies.

Key findings

About 32% of consumers stated that they would prefer one brand over another if the communication is relevant to their current shopping behavior. Additionally, 53% of consumers interact with a brand more than three times before making a purchase.

Over half of the consumers (56%) prefer a personalized shopping experience. Furthermore, 66% of consumers are willing to share their personal information, including name, location, and email, with brands.

The survey also identified other areas related to consumer brand engagement, such as the attributes consumers like about their brand experiences and the factors that lead consumers to prefer one brand over another. In addition, it examined the number of engagement touchpoints and preferred channels of engagement before consumers make a purchase. Finally, it explored consumer attitudes when it comes to sharing their personal data in exchange for a more personalized experience.

Last year, MoEngage launched a new product - MoEngage Inform, a unified messaging infrastructure that lets brands create and manage real-time, multichannel alerts through one API.