From the choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING comes this great take away : response to ads is often not a click, 56% of online response to ads is made through search or browsing, while only 44% of consumers respond to ads by clicking on the ad. These non-click responses can lag days behind the ad impression and retargeting ads are not always on target as [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]only 2% of respondents had made a purchase because of retargeting ads[/inlinetweet]. On the other hand,[inlinetweet prefix=”null” tweeter=”null” suffix=”null”] 44% of consumers were negatively affected by high frequency retargeting ads. [/inlinetweet]
Consumers research first, then shop. 66% of consumers research online first before ever setting a foot in a store. [inlinetweet prefix=”” tweeter=”” suffix=”null”]However, only 3% have made a mobile purchase while in the store. [/inlinetweet]
While mobile marketing vendors would like us to believe that consumers always use their smartphones to shop the data suggests otherwise. I mean is a consumer really going to check the price of bread on the Walmart mobile app? I doubt it.
Another interesting takeaway is that consumers overwhelmingly prefer computers for searching and shopping. 3 9 % prefer tablets for reading and 3 0 % prefer smart phones for social participation.
What does this really mean?
It means that marketers have to take what they know and understand about online metrics and throw them out the window. I may see an online ad for a new brand of frozen pizza, but I may not act on it until I am in the supermarket. I don’t have the time to click and go to their website unless there is a damn good reason like a discount or free trial offer. Online ads can reinforce offline ad awareness and although clicks may be low marketers need to look at their overall marketing to ensure that marketing efforts are moving the sales needle.
When it comes to retargeting consumers are both getting annoyed and worried.
How many times can you convince a consumer to purchase your product without becoming a royal pain in the ass ? It turns out that consumers are annoyed by the ads and that could equate to a lost sale.
Online ads work best when integrated with off-line ads, but marketers need to test the ads and ensure that consumers don’t view them as overly intrusive. Web metrics are evolving again.