Nearly half of UK marketers (45%) have reported that they are worried they might be using customers’ personal data without consent.
The ‘Customer Engagement Review’ report published by software platform Braze combines data from the firm with the results of a global survey that was developed in collaboration with Wakefield Research. The study surveyed 2,300 senior marketing executives across 18 countries.
According to the report, marketers have cited regulatory and compliance issues and internal team concerns as key worries about realising plans for personalisation.
Over a third of respondents (37%), use AI-informed data collection tools to help with personalisation. The report also highlighted that sector leaders struggle to decipher what is and isn’t an ethical use of customer data.
“Whilst marketers are increasingly leveraging AI, they face a dilemma. Consumers want unique personalised experiences, but it’s clear from the research that marketers are concerned about misusing personal data without consent,” said James Manderson, SVP, customer success at Braze.
“The key to success lies in balancing personalisation with transparency. While customers desire relevant and emotionally resonant experiences, they also expect control over their data. By prioritising first-party data strategies and leveraging AI transparently to show customer benefit, brands can foster deeper trust and long-term connections.
He added: “Marketers can also play a crucial role in fostering consumer trust and confidence by being clear about how data is collected and used, as well as how it will ultimately benefit the consumer.”
The report revealed that 92% of marketers allocated between 26-75% of their marketing budgets to retaining customers. However, it also highlighted that 95% of respondents struggled to craft “emotionally resonant messaging” to connect with customers.
Tactics that are being used by the sector to counteract this include using pop culture, social causes and humour to draw consumers in. Marketers have also reported using AI-driven tone adjustments for each recipient and personalised messaging based on customer data and channel preferences.
The methods used to craft emotional resonance can also vary by industry, media and entertainment brands use community-focused social initiatives and health and wellness, and financial service apps use features such as countdown timers and send-time optimisation.
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