EM360 Digital Blog

23 Aug 2016
woman drinking coffee and reacting to a personalized ad on her phone.

Personalized Marketing Messages Are the Most Effective Way to Win Consumers

Infographic of personalized ads data

Per­son­al­ized adver­tis­ing is nec­es­sary in today’s mar­ket­ing envi­ron­ment. Why, you might ask? There once was a time when con­sumers felt spied on and some­what invad­ed by tar­get­ed mes­sag­ing. Now, it’s expect­ed.

Irrel­e­vant ads are a waste of brand and dol­lars and espe­cial­ly, a waste of con­sumers’ atten­tion. Don’t get caught in the mix of com­pa­nies that still the mis­take of invest­ing in bor­ing, gener­ic ads that don’t cater to the needs of a speci­fic con­sumer.

Data on con­sumer habits and pref­er­ences is so read­i­ly avail­able, there is not excuse not to hone in on it and use it to your advan­tage. Plus, it’s advan­ta­geous to the con­sumer as well! I know, I appre­ci­ate (may­be more so than my bank account does) when my brows­ing win­dow reminds me about a few items I had in my shop­ping cart with which I neglect­ed to check out. 

When you begin to per­son­al­ize ads, you begin to set the stage of emo­tion­al mar­ket­ing. An emo­tion­al mar­ket­ing strat­e­gy is not at bla­tant as its title. It sim­ply appeals to con­sumers on a lev­el dif­fer­ent from needs-based. 

By reach­ing out with a rea­son par­tic­u­lar to the con­sumer (e.g. a pro­duct sug­ges­tion based on a pre­vi­ous pur­chase + dis­count code), you are able to cre­ate a per­son­al rela­tion­ship with the con­sumer, allow­ing the pur­chase to appeal to the con­sumer on a per­son­al lev­el.

Check out the­se per­son­al­ized ads and brand loy­al­ty sta­tis­tics*:

  • More than two-thirds of con­sumers prefer ads tai­lored to their own inter­ests and con­sump­tion habits
  • Three-fourths would rather see few­er ads, but ones that direct­ly align with their needs. 
  • Near­ly half of con­sumers find the erad­i­ca­tion of irrel­e­vant adver­tis­ing to be the main perk of per­son­al­ized ads
  • About sev­en­ty per­cent of male and mil­len­ni­al shop­pers would click on an ad if it was per­son­al­ized. This was greater by about twen­ty per­cent to the gen­er­al ad option. Remem­ber, click-through rates are dou­bly impor­tant for SEO rank­ings and over­all web­site per­for­mance.
  • Almost one-fifth of con­sumers agreed that per­son­al­ized ads made online shop­ping and search­ing more effi­cient.

For per­son­al­ized busi­ness prod­ucts and strate­gies, get in touch with our team at EM360. We’ll walk you through the details that some­times appear to be the murk­i­ness of per­son­al­ized mar­ket­ing and help you devel­op a strat­e­gy that suits your small busi­ness needs.

 

*Based on the respon­dents of a study con­duct­ed by Adlu­cent Search Pro(s).

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