50% of people who receive marketing materials over the internet or by phone say that it is never of relevance to them, according to the Chartered Institute of Marketing (CIM).
Of the 2,000 UK adults surveyed, 42% say they receive marketing material via social media daily. 36% report receiving phone calls once a week or more.
A high proportion of this material is irrelevant to the individual receiving it. 61% have been sent promotional materials for a hobby or interest they don’t have, while 35% get offers for areas they do not live in or visit.
55% of respondents thought that the majority of the organisations sending the material had obtained their contact details without their consent.
Data management is a concern of consumers, with only 1% of respondents deeming companies involved in fast moving consumer goods (such as packaged goods). On the other hand, people were more positive about the data management of financial services (34%), healthcare (25%) and professional and business services (16%).
CIM has launched a new campaign called Data right, calling on businesses to be more responsible with the way they manage data.
Chris Daly, chief executive of the CIM, said:
“What’s most worrying about these results is that they are unsurprising. In our interconnected, ‘always on’ world, being bombarded with irrelevant materials has become the expected or the norm. It’s not good enough and it’s eroding the trust between customers and businesses.
“Businesses have a responsibility to their customers to be transparent, respectful and clear about how they use their personal information. Not only is this best data practice, but it ultimately will help consumers feel more confident and enjoy the benefits of sharing more personal data with businesses. The more data is shared, the easier it is for companies to provide relevant, targeted communications to consumers. But until businesses step up and show their commitment to best practice, they risk alienating their customers and damaging their brand.”