Businesses face an essential challenge when it comes to introducing their brand to new consumers or remembering the suitability of Brazil Email Lists their products to existing ones: online advertising is key to reaching wide audiences, but abusing ads can have the opposite effect to that desired.

This is revealed by a new study by Tradedoubler in which it is revealed that almost half of consumers (49%) claim to reject those brands that bombard them with too many advertisements or advertisements that they consider irrelevant. In addition, 39% feel that their privacy is at risk when they see how ads follow them from web to web. In contrast, 44% pay more attention to those ads related to topics of their interest, 42% are willing to give their data in exchange for relevant offers, and 36% are more likely to buy the advertised product if they receive personalized messages. .

It is emphasized, once again, that the formula for success does not happen by being omnipresent, not even by reaching wider audiences, but by knowing potential customers as well as possible and segmenting well the messages that you want to send them. And is that to stand out in an increasingly crowded world of advertising, marketers need to understand how their consumers behave online and how they use different channels and devices in their purchasing decisions.

The brands that manage to turn that information into business intelligence, and use it to personalize their ads, and send them to the consumer at the right time and place, will be the ones that triumph.

Today’s customer is multi-channel (and multi-device)

Consumers no longer depend on a single screen when they search for new products or buy online, and in fact, the multiscreen phenomenon is now totally common: 30% of those surveyed say they use a computer and 36% a mobile phone while watching television; on the other hand, half of those under 45 have already bought something via mobile while they were away from home.

In this context, adapting advertisements and content to different screens and to different contexts becomes essential to achieve meaningful engagement. Mobile phones, in particular, allow you to take advantage of tools such as location-based segmentation to send users specific offers precisely when they are near a store, or thinking about making a purchase.

As Tradedoubler explains: “Online shopping is growing rapidly: our study shows that two-thirds of adults shop online more frequently than just a year ago. But understanding the complexity of mobile shopper behavior is increasingly difficult for consumers. Marketers, building customer profiles and delivering timely and relevant ads through the right channel is challenging. Instead of focusing on demographics, marketers should examine the behavioral characteristics of their customers to identify their next audiences to improve. , segment your ads and optimize your budgets. “

Leave a Reply

Your email address will not be published. Required fields are marked *