Do your friends just show up at your house around supper time? Do any of them knock on your door unannounced as the game is starting so they can watch on your big screen TV and drink your beer? I suspect most of them don’t. It’s common courtesy to call first, isn’t it? Even those folks who might have a standing invitation of sorts will generally do so, if for no other reason than to see if you’re home.
I find it interesting, therefore, that many marketers don’t think about the same common courtesy. That thought came to mind as I read the latest State Of Content report from the Adobe folks. You can read the whole thing here (pdf), and there is a lot to digest.
Consumers understand the benefit of content recommendations, as long as those recommendations respect privacy. In the US, 73% believe they are meant to enhance the viewing experience. At the same time, 62% believe they don’t respect privacy. In other words, sure, you’re a friend but you’re also showing up without calling. Most Americans who use digital media (82%) are comfortable with sharing at least one piece of information about themselves in order to improve the recommendations they see. In other words, CONSUMERS ARE WILLING TO SHARE INFORMATION, BUT EXPECT RETURN ON VALUE.
Calling first means making the consumer comfortable about data collection. Those who are uncomfortable with predictive recommendations believe companies can do something about it, and the biggest thing companies could do is to ask permission to collect their data. That’s why 63% trust content from a friend or family member and only 23% feel the same about content from a company whose products they don’t buy.
So how about it? Are you calling first, or are you just showing up?