Digital media and advertising is increasingly riddled with irrelevant, if not flat out deceptive, content. This is taking a toll on consumer trust, with many taking matters into their own hands by installing ad blockers as they attempt to avoid cluttered and unrelated advertising.

Even incremental data improvements can help brands meet the rising tide of consumer expectations. Here are a few of the biggest mistakes by brands in L2’s Data and Targeting report:

Not personalizing emails: Once customers make the leap to register for a brand site account or newsletter, they are largely unable to customize the content and benefits they receive. Just 11% of studied brands prompt users for their content preferences, and only 13% offer the ability to choose the frequency of email communications.

Failing to get informed consent: Only 8% of brands in L2’s study supply a prominent and succinct explanation of their use of cookies. While 78% make some effort to explain the benefits of signing up for an account, only half clearly explain the benefits of signing up for an email newsletter, such as exclusive offers and promotions.

Skipping the basics: 12% of brands in L2’s study succeed at offering personalization without collecting much consumer data. However, failing to collect basic data points such as birthday, gender, and age often leads to misgendered or age-inappropriate messaging.

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