Study: 71% of consumers prefer personalized ads

There is plenty of evidence that ihiveLIVE is on the right track regarding giving consumers control over their personal preferences and delivering personalized advertising based on those stated preferences. Excerpts below from one article.

AUTHOR David Kirkpatrick PUBLISHED May 9, 2016 Marketing Dive

Dive Brief:
New Adlucent research found that consumers crave a personalized advertising experience and that 71% of respondents prefer ads tailored to interests and shopping habits. Personalized ads also boost engagement. An interesting data point from the study was that people were almost twice as likely to click through for an ad featuring an unknown brand if the ad was tailored to their preferences.

What’s more, 44% of respondents were willing to give up information including name, address or email address in order to get more personalized advertising.

Dive Insight:
“As brands continue to battle for consumer dollars, it’s clear that the way to win is through personalization. Consumers expect content that is both useful and contextually relevant — the right information served at the right time,” Michael Griffin, CEO and founder of Adlucent , told Marketing Dive.

For consumers, the advantages of personalized advertising are invaluable. Adlucent’s research asked consumers to name the greatest benefits to personalization, which consumers listed as helping reduce irrelevant ads (46%), a way to discover new products (25%) and making online shopping easier (19%).

Adlucent’s research makes it clear that people want to see relevant advertising, and it’s also a validation of the idea that the consumer is in charge of their marketing experience.

That being said, Adlucent’s research also found that consumers’ definitions of personalized advertising vary. For marketers, that means understanding that audiences are willing to engage with marketing messages, so long as it comes in timely and tailored forms. What personalization offers marketers is an effective way to be relevant and valuable for a target audience.

“For marketers, creating a personalized experience starts with getting a unified view of your customer. How do they shop — and what have they purchased — across different channels? What promotions have they taken advantage of in the past? With that data, you have the foundation to better deliver on customer’s expectations,” Griffin said, adding, “Personalized advertising is about making the search and shopping experience as easy and friction-less as possible.”

Consumers Don’t Hate Ads, They Just Have Personal Preferences in Advertising

Our approach at ihiveLIVE is really simple: let’s just ask the consumer what they want to receive in advertising messages and marketing offers. No need for big data or tracking customers across the internet. Another article that supports our approach and recognizes the voice of the customer.

AUTHOR Aaron Miles PUBLISHED Nov. 2, 2015 Social Media Today

A common belief is that people hate advertising. They hate how they are saturated with advertising everywhere they go. They hate how it interrupts their TV shows, their radio, even their social media streams. They hate how it tries to trick them into buying stuff they don’t want for problems they don’t actually have. But what if it wasn’t that people hated advertising, thy were just a bit picky about it?

Such is the conclusion of a recent survey by marketing firm MarketingSherpa (via Carrie Cummings in Adweek) that actually bothered to ask consumers how they actually wanted to receive ads. And, surprisingly, only 8% said that they flat out didn’t want to receive them at all.

Also surprising were the number of consumers who prefer traditional methods of receiving ads, with 54% saying they like to receive updates and promotions in the mail (as in snail mail), which actually makes sense if you think about it. Who doesn’t like receiving something tangible like coupons or discounts, instead of some ephemeral promotion by email?

In fact, what seems most striking about the infographic is just the increasing diversity in the number of ways that people can receive information from marketers. Some are more popular than others, but there’s mail, email, social media, company websites, texts, apps, and more.

The same is true for consumers’ ways of discovering new products, with the tried and true methods of in-store browsing (59%) and word-of-mouth from friends and family (57%) being the most popular, but with twelve other methods of advertising being preferred before we get to “Other” at 5%.

So what does this all tell us? People don’t mind advertising, but they want it personalized, and they want to get it in the way they prefer. What does this mean for marketers? Well, the obvious is that targeted marketing is the way to go, but less obvious is the compact they need to make with their audience.

People want options. They want some measure of control. They want to decide how often they get ads and what form they take. And any one consumer might not have the same taste as another. In other words, for marketers, things are just going to get more and more complicated. Marketing can’t be through saturation any more. It should be a tap on the shoulder, a polite reminder, a “don’t mean to bother you, but we’re having a sale this weekend” email. That’s what people want, marketers just have to provide it in the right way.

Online Shopping in Canada is “Surging”

The industry has been quick to blame eCommerce for the closing of brick & mortar (offline) stores, but in reality, that view is grossly over-simplified. It would be more accurate to say the demise of some retail stores has been due to their ineffective use on the Internet, crippling their ability to remain competitive in a retail environment that is in a perpetual state of change. In truth, fully omnichannel stores have an edge over both online-only and offline-only stores. Today’s Canadian consumer wants it all.

That said, it’s certainly true that online shopping has increased in Canada. According to a recent Angus Reid poll, only 7% of Canadians say they’ve never made a purchase online. 37% shop eCommerce at least monthly. 75% of those that do shop online said they spend up to $200 per month, and 10% claim they spend up to $500 each month!

  • 1% of Canadians surveyed said they shop online once per day
  • 4% shop online several times each week
  • 6% purchase online weekly
  • 19% make a purchase on the Internet several times per month
  • 18% shop online monthly
  • 37% purchase online a few times per year
  • 3% go online to buy something once a year
  • 6% shop online less than once per year
  • 7% have never shopped online

“By nearly any measure – number of shoppers, number of purchases, amount spent, growth in retailers’ profits – Canada’s digital commerce sector is surging,” states the Angus Reid report.

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