Shoppers Appreciate Intelligent Targeting

Sep 20, 2004

By John Hennessy

According to a survey by the Poneman Institute, as reported by Direct magazine, a majority of people would view banner ads as less intrusive if they were more relevant
to their specific areas of interest.

The survey of more than 1,000 people revealed that consumers prefer banner ads that are compatible with their needs and desires by a 2 to 1 margin over those that are not. Fifty-two
percent said they would be more likely to click on targeted ads.

Other findings of the 2004 Survey on Internet Ads, co-sponsored by Chapell & Associates and Revenue Science, are:

  • 45% of consumers would be willing to provide personal information if it meant more targeted ads,
  • 55% showed a preference for technology that allows such ads without collecting personal information, and
  • 69% favor use of privacy enabling technology to prevent misuse of sensitive personal data.

Moderator’s Comment: How can your current promotions be revised to satisfy the desire of shoppers to receive more
relevant offers?

[Full disclosure: This story just happens to support our company position so perfectly, you’d think we had funded the survey.]

Shoppers want their purchase to count. They want to be recognized and appreciated for the business they do with you. They are willing to help you help them.
They want whatever you do to respect their personal information.

What the survey doesn’t reveal is that shoppers will reward you with more sales if you acknowledge their preferences through personal, relevant offers.

Taking the time to make your offers more relevant helps your shoppers save time; they will only have to review offers that are valuable to them. You will
also help out by reminding them of products they enjoy and related product they should enjoy but haven’t yet. You will expand your business by using relevance to demonstrate loyalty
to your shoppers.

John Hennessy – Moderator

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