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BizReport : Ecommerce archives : November 15, 2013

Personalization driving conversions, finds study

If you want to push conversion levels higher, get personal. That is the key takeaway from a new report out with Sociomantic Labs. The programmatic ad platform's report found that nearly three-quarters (70%) of American shoppers 'are comfortable' receiving ads created and targeted spefically to them.

by Kristina Knight

Meanwhile more than one-thirds (41%) say their biggest beef with online advertising is that it isn't properly targeted and is not relevant to their interests, shopping history or plans. The report also found that well targeted ads were found to influence more than half of those surveyed.

"What we've learned from this survey," said Jason Kelly, chief executive officer at Sociomantic, "is that consumers welcome well targeted marketing messages and respond positively to offers made through a wide variety of channels. 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 eCommerce marketing programs. This means businesses need to seamlessly reach, engage and transact with their customer where, when and how she chooses."

A few interesting takeaways from the report include:

• 26% say all online ads are 'influential', 52% say well-targeted online ads are influential
• 22% say well-targeted mobile ads influence their purchasing decisions
• 50% of those who like Facebook ads find the social channel influential
• 74% who also said online ads were influential say they've been influenced to buy because of a coupon delivered through that channel

ResearchNow conducted the survey on behalf of Sociomantic.

Image via Shutterstock

Tags: ecommerce, ecommerce personalization, ecommerce trends, Sociomantic Labs

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