Poor marketing 'can alienate customers'

Companies which market themselves irresponsibly can alienate online shoppers, a new survey has found.

A poll of consumers in the US by the Ponemon Institute found that low quality advertising would put customers off making a purchase through a company's website.

Meanwhile, adverts that performed poorly were also found to have a negative impact on customers' faith in a firm's ability to keep their personal data safe and secure.

Ben Macklin, senior analyst at eMarketer, commented; "Internet users are prepared to forgo elements of their privacy to reap the benefits of participating in the online world.

"But if the costs begin to outweigh the benefits, consumers will opt out."

The study showed that 48 per cent of people would have their faith in a firm damaged if they were found to have lost sensitive information.

This comes in the wake of a study by MoreComputers.com which found that 93 per cent of customers have been annoyed with "sneaky" website tactics, such as not disclosing extra charges for delivering items.

Meanwhile, almost two-thirds of customers were annoyed by hidden delivery charges on e-commerce sites and said this had made them decide against making a purchase.

© Adfero Ltd

5 Jul 2007 14:48:32 (Source: Adfero)