Too much of a good thing? Singaporeans suffering from info overload
Three out of ten consumers said they now ignore the emails, direct mail and social media messages they receive.
In a new research from Experian, Singapore’s consumers are frustrated by the sheer volume of brand communications they are receiving and no longer respond to blanket marketing. Three out of ten Singapore consumers or 30% said they now ignore the emails, direct mail and social media messages they receive while 44% of consumers said they have stopped engaging with four or more brands as a result of poorly targeted communications.
The research of 1,048 consumers in Singapore, which explored how effectively the general population responds to and engages with marketing efforts, reveals a clear disconnect between the communications consumers want from brands and the way they are being targeted by marketers. For example, marketers listed print media as one of the least important tools for connecting with consumers or 28% while 86% of consumer respondents rated it as the second most valued communication medium.
In addition, 78% consumers cited that they are very selective about what opt-ins, newsletters or updates they sign up for to ensure they are only receiving messages that are relevant to their particular interests.
While 36% of consumers believe the ideal frequency of brand communications is once a month, a quarter of consumers or 25% did not have frequency preferences as long as the communication is relevant.
“Singapore consumers are moving beyond traditional to online media, changing the way marketers interact with them. However, consumers are not responding well to some brands due to high volumes of irrelevant marketing information they receive online and offline. With tools like Experian Cheetahmail, brands can cut through the noise by maximizing the relevance and precision of their communications, creating meaning and value for target audiences,” said Graeme Beardsell, Experian Asia Pacific’s Chief Customer Development and Marketing Officer.