By Russell Loarridge, Managing Director Europe, Janrain

According to a recent research study conducted by Janrain, “relevance” is now regarded as one of the most important aspects of marketing. Businesses in both the US and Europe are receiving increased pressure from customers who are unwilling to compromise on the marketing experiences they receive. One area the study looked at is whether European consumers are more or less satisfied than US consumers when it comes to the quality of information they receive from brand marketers.

The study shows that 96% of US consumers say they receive mistargeted information or promotions. Similarly, 95% of Europeans surveyed have been mistargeted and continue to be driven towards disengagement. With results like these, it’s difficult to believe that brands are really prioritising relevant consumer focused marketing. Even with the vast array of consumer data available to brands, engaging and maintaining loyal customers is a relentless challenge.

The issue is compounded if you consider the accuracy of this consumer data. Recent research highlights that, on average, 73% of European consumers have provided inaccurate or incomplete information when registering to a site, up 7% from last year. Furthermore, to avoid login hassles, US consumers often simply abandon a website or enter as a guest, resulting in no data being collected from the consumer. This leaves both European and US brands attempting to deliver relevant marketing information to targeted customers using incorrect or non-existent consumer data.

To address this, brands must provide consumers with alternative options to traditional online registration such as allowing login to take place through their social media accounts. However, in order to maintain consumer trust, brands need to be transparent about what they intend to do with this information once it’s collected. For example, the Janrain study reports that 41% of US consumers are willing to share their social profile when a company makes it clear it will not contact others in their social network and 36% will do the same when they understand the information is used only to personalise their overall experience with a brand.

European consumers are more responsive to convenience. When a brand offers a social login option, it’s perceived as a more efficient customer experience. In fact, a staggering 80% of European customers chose to abandon a website in lieu of resetting their passwords; brands that do not provide social login in this case are losing customers at the first point of access. Brands looking to engage and cultivate relationships with this audience should note that 72% of European consumers are more inclined to use social login.

According to the research study, when comparing US to European consumers it’s clear that social login addresses the prevailing issues of customer loyalty and retention. Alongside a greater customer experience, both US and European brands are equipped with the tools to establish and advance their relevant marketing plan by eliminating incorrect or absent consumer data. They just need to begin harnessing it.