How Consumers Feel About Digital Marketing
For the first time in history, U.S. digital advertising will account for the majority of total ad spending, according to an eMarketer Inc. forecast. Researchers expect U.S. digital ad spending will grow to 19% this year, totaling $129.34 billion this year. This will account for 54.2% share of the total U.S. ad market. However, despite the many targeting tools and techniques out there, many retailers struggle to capture their audience’s attention. We’ve broken down a few crucial questions to help you get the most views on your ads.
TIMING IS EVERYTHING
Right message, right time. Capturing a shopper’s attention requires a motivating discount or cost savings, as it was cited by 55% of consumers as the top reason to click on an ad. Only 45% of shoppers will click on an ad if they already have a purchase in mind. The right message, at the right time can inspire shoppers to click on an ad they’re curious about.
RELEVANCE > BENEFITS
Only 20% of online shoppers feel that marketing messages they see are relevant and only 31% of shoppers find only half of the marketing messages they receive are relevant. This means that retailers have a lot more work to do increasing relevance of online advertising.
43% of online shoppers reported opening an email or clicking a mobile ad and then making a purchase online. With many shoppers regularly checking their email on the go, retailers can capitalize on a large market of buyers. In addition, 40% of online shoppers look online for physical in-store coupons, giving retailers an opportunity to drive online and offline traffic.
LISTEN TO THE MONEY
Lastly, the easiest way to convince a shopper is to show how they can save money. 55% of shoppers click on an online ad with a promotion and 50% of shoppers reported clicking an ad that offered free shipping. Showing how an action can save a consumer money is the easiest way to get them to click on an ad. 37% of shoppers will visit online sites via coupon sites, which also significantly shows how eager shoppers are to save money.
Beyond digital or social ads, a growing number of shoppers have visiting online retail sites based on reviews online. Review sites such as Buzzfeed has shown a growing number of consumers viewing products reviewed on their sites. 25% of shoppers will visit a site based on the product reviews while 20% cite product reviews as a factor of their purchase.
Advertising will also be a balancing act between context, timing and the targeted message. Balancing capturing the attention who now spend more time than ever on mobile devices while embracing social advertising heightens the execution factor. Tweaking messages with a combination of full price and promotional offers based on how their consumers respond.