Consumers to brands: Stop irrelevant ads!

Unknown96% of consumers acknowledge having received mistargeted promotional information and 94% have taken steps to break off communication, including automatically deleting emails, unsubscribing from lists and never visiting the site again.  In short, consumers don’t like offers they consider irrelevant to their interests and needs.

88% of consumers have encountered social login- the use of an existing ID from a social network such as Facebook, Google, Twitter, etc. for registration—with more than half (51%) using it to register and login to other sites.  Yet while the vast majority of online consumers (91%) are satisfied with social login, and most report a preference for personalized communication, brands have yet to seize the opportunity to improve online marketing as a result of the data they can collect in the social login process.

Do-Not-Track

The study conducted by Blue Research, an independent research consultancy, which surveyed a nationally representative sample of nearly 600 social media consumers in October 2013, confirms that marketers are wasting money providing content to consumers-ads, offers, promotions, etc., that has nothing to do with their interests. People are fed up and taking action.

One of the ironies of marketing is that marketers are taught to “go where consumers are” but consumers don’t want marketers interrupting their online time.

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Marketers are going to have to get a lot better at targeting ,but how do they exactly do this when consumers want and need privacy?  Believe it or not there are ways to micro-target consumers without invading their privacy.  This is why brands need in house marketing people and agencies who can provide better targeting beyond demographics.

what women want in online ads

Behavioral targeting delivers your advertising to consumers based on their recent online activity, focusing your campaign on a pre-engaged audience that’s already interested in the area of your products and services.
Remessaging enables you to target consumers based on their previous exposure and interaction with your brand to drive conversations or deepen engagement.
Profile targeting allows you to target your audience based on key characteristics including age, gender, location, time of day, operating system, and more.
Reach consumers engaged with particular categories of online content. Giant “virtual” channels across media networks provide far greater scale than any single site could provide, across verticals such as Automotive, Financial Services, and Entertainment.
Create custom targeting solutions based on your objectives. Combine the data from our unique partnerships with a high-quality  audience to reach the right customers.
onlinetargeting

About richmeyer

Rich is a passionate marketer who is able to quickly understand what turns a prospect into a customer. He challenges the status quo and always asks "what can we do better"? He knows how to take analytics and turn them into opportunities and he is a great communicator.

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