Magnetic and Retail Touchpoints surveyed over 200 consumers about their wants, needs and shopping preferences online. The survey illustrates the obvious – consumers do not like or want to see ads they consider to be “irrelevant.” The consumers were asked which of the following experiences was most frustrating to them. Here were the results.
Which of the following experiences are most frustrating to you?
So what exactly defines relevance when it comes to online advertisements? The following chart shows what consumers are looking for and what kinds of content and information they hope to get out of businesses during their shopping process. Consumers are looking for relevance and personalization when it comes to ads. In many ways, these two concepts are converging into one in the minds of consumers. They want an online experience – whether it be on the web or over email – that is tailored to their personal desires (products they are interested in) and previous experiences (something they have already purchased in the past), as opposed to being exposed to a wide array of products and promotions that do not generally interest them.
Which information would be helpful during your next ad experience?
Consumers also expressed a desire for a general ease in use and purchase support, personal recognition, and consistency across shopping experiences whether online or in-stores.
On the retail side, businesses surveyed have acknowledged their general awareness of consumers’ desire for relevant ads and personalized experiences. While aspects of marketing such as email personalization, location targeting, and retargeting have been pervasive in many business strategies; businesses still have a lot to learn about tailoring their marketing efforts to emphasize personalization and relevance.
