An independent research conducted by Experian finds that Singapore consumers are suffering from information overload and no longer respond to blanket marketing.
44% of respondents from Singapore interact with only three or fewer brands.
An independent research conducted by Experian in Singapore.
This is the result of poorly targeted communications from multi-channel marketer.
What’s the number one FRUSTRATION?
“The inability to unsubscribe from unwanted communication (email, newsletters, direct mail, SMS alerts, social media messages),” says 28% of consumers in Singapore.
18% of respondents think “receiving content that isn’t relevant or helpful” is their biggest annoyance.
17% of consumers are most frustrated with “online content that is badly formatted / difficult to read / not optimised for mobile devices”.
In addition, 30% of participants said they now IGNORE the emails, direct mail and social media messages they receive from brands because of information overload.
78% of 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.
SG consumers agree that a COMPANY’S WEBSITE is the most valuable source of information they use to look for information about a brand, with 91% stating that it is a relevant or very relevant source.
While 36% of consumers believe the ideal frequency of brand communications is once a month, a quarter of consumers (25%) did not have frequency preferences as long as the communication is RELEVANT.
The survey was conducted locally involving 302 Singapore marketing professionals across the retail, financial services, government, technology, online/digital and travel/leisure industries.
It also included a representative sample of 1,048 consumers across all demographics, in order to explore how effectively the general population responds to and engages with marketing efforts.
Giveaways and incentives (65%) is the number one way for brands to engage the SG consumer. Any surprises here?!
The research also shows a clear DISCONNECT between the communications consumers want from brands and the way they are being targeted by marketers.
For example, although MARKETERS listed print media as one of the least important tools for connecting with consumers – 86% of CONSUMER respondents rated it as the second most valued communication medium.
