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MEXICO (August 16, 2021) —
Over a quarter (26.2%) of Mexicans simply ignore unsolicited content they receive on their mobile phones, while nearly half (48.8%) admit to ‘never’ or ‘rarely’ having purchased a product as a result of receiving such a message.
The findings published today by Flybits, the most advanced contextual engagement platform in the financial industry, highlight the fate of irrelevant, un-personalized content being increasingly indiscriminately propagated to consumers. According to the data, this response is particularly prevalent within the financial services sector; 28.8% of respondents admit to feeling ‘irritated’ or, even, ‘anxious’ when they receive unsolicited messages from their bank.
Federico De Simoni, Flybits Regional Director for Latin America, describes the findings as further evidence of the futility of ‘bombarding’ consumers with irrelevant or generic content.
“Consumer tolerance for being interrupted online has reached an all-time low, particularly on mobile. Brands who still consider such an approach a ‘numbers game’ are in for a rude awakening; the consequences to a brand could be more severe than simply discarded content,” says Federico.
According to the data, 6.4% of Mexican consumers will not only ignore irrelevant, unsolicited mobile content, they’ll actually try to block the brand from interacting with them ever again. This can translate into a massive decrease in lost potential revenue, but most of all, a loss of brand confidence over time.
“In terms of customer acquisition or engagement, that’s simply catastrophic for a brand. And – according to our data – it’s particularly prevalent within the financial services sector. Only around a quarter of Mexicans (25.6%) believe that their bank currently sends them pertinent, interesting online content. This compares to nearly 40% (39.6%) for entertainment services such as Netflix and Amazon Prime, for instance. The comparison is absolutely appropriate since banks are competing directly with such services for customer attention, loyalty, and – importantly – trust. Consumers are applying precisely the same criteria to their content. The reality is – so much promotional material is not merely ignored, it’s actually becoming a liability.”
Speaking at the launch of Flybits Mexico office, Federico goes on to explain that, while relevant, personalized content is becoming the only way to breach consumer ‘filter bubbles’, the research also revealed a paradox at the heart of the same.
Flybits’ research reveals, for instance, the degree to which brand behaviour has become ‘invasive’ in Mexico; 64.8% of respondents admit to feeling ‘uncomfortable’ that brands appear to know ‘everything’ about them. Nearly 40% (39.8%) would be interested in installing an ad blocker on their mobile device, while 12.4% admit to already having done so.
“Consumers want personalized experiences – today, they have little tolerance for anything else – however, they are also mindful of their privacy and sharing the type of data which actually make such experiences possible. This is the essence of what we call ‘digital tension’; it goes to the very heart of digital marketing today but is rarely openly addressed by brands.” he said.
Flybits works with banks to deliver genuinely relevant, contextual-based, experiences to their customers, through a customer engagement platform that delivers data-driven, personalized recommendations, education, and guidance to customers through their mobile channels. Through this process, customers also gain full control of the use of their data, deciding whether, when and how to share, for what type of return.
“We are literally addressing the digital tension dilemma head-on; enabling banks and financial institutions to establish far deeper and more meaningful relations with their customers by providing timely, relevant, and personalized information in the moments that count,” he says.
“For Flybits Latin America represents a huge opportunity; the emergence of so-called ‘neo-banks’ across the region has transformed, not merely the market, but customer expectations around the same. Since 2017, the number of digital banks in the region has doubled, and that’s without considering the established institutions which have an online presence. Collectively, they account for over 77 million customers. Today, banks and financial organizations who are able to establish a relationship with such customers – beyond the simple transactional level – will be far better placed for the long term, than those who don’t,” concludes Federico.
SPANISH RELEASE
Más de una cuarta parte (26.2%) de los mexicanos simplemente decide ignorar el contenido no solicitado de una marca que reciben en sus teléfonos móviles, mientras que casi la mitad (48.8%) admite que ‘nunca’ o ‘rara vez’ han comprado un producto como resultado de recibir tal mensaje.
Los hallazgos publicados hoy por Flybits, la plataforma de participación contextual más avanzada en la industria financiera, destacan el destino del contenido irrelevante y no personalizado que se propaga con cada vez más frecuencia y de manera indiscriminada a los consumidores. Según los datos, esta respuesta es más frecuente dentro del sector de servicios financieros; el 28.8% de los encuestados admite sentirse “irritado” o, incluso, “ansioso” cuando recibe mensajes no solicitados de su banco.
Federico De Simoni, director regional de Flybits para América Latina, describe estos resultados como una prueba más de la inutilidad de “bombardear” a los consumidores con contenido genérico o irrelevante.
“La tolerancia de los consumidores a las interrupciones en línea ha alcanzado un mínimo histórico, especialmente en los dispositivos móviles. Las marcas que todavía consideran este enfoque como un ‘juego de números’ se encuentran en un duro despertar; las consecuencias para una marca podrían ser más graves que el simple contenido rechazado”, asegura Federico.
Según los datos, 6.4% de los consumidores mexicanos no solo ignorará el contenido móvil irrelevante y no solicitado, sino que además, tratará de impedir que la marca vuelva a interactuar con ellos. Esto puede traducirse en una disminución masiva en la pérdida de ingresos potenciales pero, sobre todo, a una pérdida de confianza en la marca con el paso del tiempo.
“En términos de captación o participación de clientes, eso es simplemente catastrófico para una marca. Y, según nuestros datos, es más frecuente en el sector de servicios financieros. Solo alrededor de una cuarta parte de los mexicanos (25.6%) cree que su banco actualmente le envía contenido en línea pertinente e interesante. Esto se compara con casi el 40% (39.6%) de los servicios de entretenimiento como Netflix y Amazon Prime. La comparación es absolutamente apropiada, ya que los bancos compiten directamente con dichos servicios por la atención, la lealtad y, lo que es más importante, la confianza del cliente. Los consumidores están aplicando precisamente los mismos criterios a su contenido. La realidad es que gran parte del material promocional no se ignora simplemente, sino que en realidad se está convirtiendo en una carga”.
En el marco del lanzamiento de la oficina de Flybits en México, Federico explica que, si bien el contenido relevante y personalizado se está convirtiendo en la única forma de romper las ‘burbujas de filtro’ de los consumidores, la investigación también reveló una paradoja en el corazón de la misma.
La investigación de Flybits revela, por ejemplo, el grado en que el comportamiento de la marca se ha vuelto “invasivo” en México; el 6.,8% de los encuestados admite sentirse “incómodo” porque las marcas parecen saber “todo” sobre ellos. Casi el 40% (39.8%) estaría interesado en instalar un bloqueador de anuncios en el dispositivo móvil, mientras que el 12.4% admite que ya lo ha hecho.
“Los consumidores quieren experiencias personalizadas; hoy en día, tienen poca tolerancia para cualquier otra cosa. Sin embargo, también son conscientes de su privacidad y comparten el tipo de datos que realmente hacen posibles esas experiencias. Ésta es la esencia de lo que llamamos ‘tensión digital’; va al corazón mismo del marketing digital actual, pero las marcas rara vez lo abordan abiertamente”, detalla Federico.
Flybits trabaja con los bancos para brindar experiencias genuinamente relevantes y basadas en el contexto a sus clientes, a través de una plataforma de participación del cliente que brinda recomendaciones, educación y orientación personalizadas, basadas en datos a los clientes a través de sus canales móviles. A través de este proceso, los clientes también obtienen el control total del uso de sus datos, decidiendo si, cuándo y cómo compartirlos, para qué tipo de retorno.
“Estamos literalmente abordando el dilema de la tensión digital de frente; permitiendo que los bancos y las instituciones financieras establezcan relaciones mucho más profundas y significativas con sus clientes al brindarles información oportuna, relevante y personalizada en los momentos importantes”.
Flybits en México y LATAM
“Para Flybits Latinoamérica representa una gran oportunidad la aparición de los llamados ‘neobancos’ en la región, ya que han transformado, no solo el mercado, sino las expectativas de los clientes en torno al mismo. Desde 2017, la cantidad de bancos digitales en se duplicó, y eso sin considerar las instituciones establecidas que tienen presencia en línea. En conjunto, representan más de 77 millones de clientes. Hoy en día, los bancos y las organizaciones financieras que puedan establecer una relación con estos clientes, más allá del simple nivel transaccional, estarán mucho mejor posicionados a largo plazo que aquellos que no lo hagan”, concluye Federico De Simoni.
Jannine Krish
Head of Marketing, Flybits
Email: jannine.krish@flybits.com
About Flybits
Flybits is the leading customer experience platform for the financial services sector, delivering personalization at scale. With the most advanced capabilities in the market, its enterprise-level solution brings relevant content, products, offers, and information to a bank’s digital channels based on what each individual customer needs in the moments that matter. With Flybits, banks are able to design, launch, and measure data-driven consumer experiences that deliver the right information to the right customer at the right time, while preserving their privacy.
For more information, visit www.flybits.com.
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