Do people think it's creepy or cool when they have brand interactions such as receiving a promotion right after visiting a business's website?
To find out, Marigold conducted a survey between September and November 2023 among 10,394 people in Australia, Belgium, Denmark, France, Germany, Japan, the Netherlands, New Zealand, Luxembourg, Spain, Sweden, the United Kingdom, and the United States.
Most respondents say they think it's cool when brands quickly offer promotions tailored to their website/app visits, deliver reminders about items left in their shopping carts, recommend products aligned with past purchases, deliver interest-specific messaging, and send personalized birthday offers.
Most respondents think it's creepy when they are served ads from brands based on indirect tracking tools, such as cookies; receive ads from unknown brands based on their geographic location; and get emails from brands that highlight specific locations they've visited.
Most people across all generations surveyed say they are not aware that companies, such as Google, are planning to phase out the use of third-party online cookies.
Some 36% of respondents say they have shared less about themselves online over the previous 12 months; 31% say they have searched for an email from their favorite brand in their spam folder; and 24% say they have revoked third-party app connections to their online profiles.
About the research: The report was based on data from a survey conducted between September and November 2023 among 10,394 people in Australia, Belgium, Denmark, France, Germany, Japan, the Netherlands, New Zealand, Luxembourg, Spain, Sweden, the United Kingdom, and the United States.
