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Marketers love personalised advertising and consumers don’t? That seems to be one of the take-aways from Concentrix‘s recent ‘Uncovering Digital Trends’ research.

Certainly, over the age of 35 it seems that consumers increasingly regard personalised advertising more negatively than positively.

So, brands firstly need to steer clear of ‘uncanny valley’, seeming to know too much about consumers and getting ‘creepy’. Instead they need to focus on appropriately utilising the data and insights they do have on customers and prospects – very often the data that’s shared face-to-face and in contact centre conversations, but isn’t captured to customers’ and brands’ mutual advantage

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