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Sociomantic Labs, a provider of programmatic advertising solutions for e-commerce marketers, has announced initial findings from a new study on consumer attitudes toward online shopping and digital advertising. The study, conducted by independent research firm ResearchNow, polled 1,000 consumers. It found that personalized ads lead to a dramatic improvement in a marketing channel's perceived influence, as well as a channel's ability to encourage consumers to take action.
Contrary to popular belief, 70 percent of respondents said they are comfortable receiving ads and content crafted specifically to them. In fact, the biggest marketing offense was not ad targeting, but the poor execution of that targeting — 41 percent listed their top marketing pet peeve as ad spam (ads for the same product appearing multiple times on a single page).
When executed well, however, messages across all channels targeted were more influential, in some cases by a wide margin:
In addition to improving a channel's influence, the survey also found that effective targeting increased a channel's ability to drive conversion. Compared with the general response pool, the likelihood of a person acting on a discount was significantly higher among those who felt the channel was well targeted:
"What we've learned from this survey is that consumers welcome well targeted marketing messages and respond positively to offers made through a wide variety of channels," said Jason Kelly, CEO at Sociomantic. "As the data shows, accurate targeting is critical to impacting consumer decisions and conversion. One of the key points brands should take away from this research is that customers must be at the center of effective e-commerce marketing programs. This means businesses need to seamlessly reach, engage and transact with their customer where, when and how she chooses."
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