Online Listings

Get Personal and Improve the Impression Consumers Have of Your Brand

By | 04.22.15

Get Personal and Improve the Impression Consumers Have of Your Brand

Businesses looking to enhance their position with consumers should consider personalized ads as a means of improving how they are perceived, according to recent research from IPG Media Lab and Yahoo. The study, which surveyed over 5,000 internet users aged 16 and older, found that when marketers engaged their audiences with personalized ads across multiple channels, the impression shoppers had of their brand improved.

Among the different channels, location-based ads had the greatest impact, with 55 percent saying these ads created favorable impressions.

Personalized ads created a positive brand view in the minds of respondents in other categories as well, including social media sites and search terms (51 percent each) and past purchase history (50 percent). This is in marked contrast to the control category of non-personalized standard ads in which only 46 percent said they created a favorable impression.

And, while making a favorable impression is important, unless it converts to sales, such statistics are of limited value. Personalized ads on social media sites had the biggest return in this area, with almost half (49 percent) saying that these ads influenced their purchases. Internet searches turned over 42 percent of the time, and location-based ads had a 41 percent return. Past purchases delivered 39 percent of the time, while non-personalized ads were deemed effective in influencing intent-to-buy decisions only about a third of the time.

This corroborates an earlier study in which the e-tailing group MyBuys found that 52 percent of online shoppers were likely to purchase a brand when internet searches returned ads for products in which they were interested. In addition, almost half of those polled in this study said they made more purchases from retailers who targeted them with personalized promotions and offers based on the websites they visited.

Reference:

eMarketer. “Personalized Ads Lift Brand Favorability, Purchase Intent,” April 16, 2015.

(Visited 65 times, 1 visits today)
Share on: Share to Facebook Share to Twitter Share to LinkedIn
Comments

Like what you see?
Get more free content.

Next Up In Online Listings

Habits That Make Your Google My Business Listing More Effective

Google My Business

Habits That Make Your Google My Business Listing More Effective

If you’re running a business, your success depends on customers finding you. Having a clean, crisp website helps, but...

Read More

After COVID, an Up-to-Date Google My Business Listing is Crucial

COVID-19

After COVID, an Up-to-Date Google My Business Listing is Crucial

We know that when COVID-19 struck, many hard-working people were met with days of struggle, including small business owners....

Read More

Thryv’s New Business Scan Scores Your Customers’ Online Experience

Back Office

Thryv’s New Business Scan Scores Your Customers’ Online Experience

What do customers and prospects think about their online experience with your business? We’ve developed a free do-it-yourself business...

Read More