Many Australians believe brands lie in marketing communications | WARC | The Feed

Many Australians believe brands lie in marketing communications

A new survey by customer life cycle management specialist Customology has found that 74% of Australians believe that brands lie in their marketing communications.

“It’s like the customer is invisible,” said Mark James, CEO of Customology. “Customers feel that when brands do speak to them, it's a half-truth. We were really surprised to hear just how vocal these customers were about how brands engage with them.”

The research also revealed that:

• 77% believe that new customers receive better incentives than loyal customers.
• 55% don’t believe they are rewarded for their loyalty.
• 63% believe they should be rewarded for referrals.
• 82% could be tempted by a competitor.

“Brands invest so much in acquiring new customers, yet they treat them like transactions and a marketing database. Customers are feeling lied to and over-marketed to. The irony is that their most profitable customer is a returning customer,” said James.

Sourced from Customology