Personalization Survey: Relevance Seen as an Important Factor

There are many different ways that businesses can go about trying to appeal to consumers. But currently, personalization seems to be key. Platforms like Google and Facebook give businesses plenty of opportunities to target users so that they see only the most relevant, personalized ads and content. In fact, marketers tend to see personalization as one of the most important factors in marketing campaigns, according to Advertising Age. So how many consumers think that marketing personalization is an effective tactic? And how many are likely to make purchases based on advertising or content that is personalized to them? We asked 1,000 respondents on September 13-15 about their thoughts on this growing trend.

personalization

Advertising Impact

In Ask Your Target Market’s latest survey, 21% of respondents said that they’ve made purchases based on advertisements many times. 45% have done so at least once or twice. And 34% said they’ve never made purchases based on advertisements.

Just 2% of respondents said that they feel like all the advertisements they see online are relevant to their interests. 8% feel like most of the ads they see online are relevant to them. 36% think that about half of them are. 39% said they rarely ever see ads online that are relevant to their interests. 6% never do. And 8% have no opinion.

Marketing Impact

Overall, 11% of respondents said that they’ve made many purchases based on marketing materials like emails or social media posts. 35% said they’ve done so at least once or twice. And 54% of consumers said they’ve never made purchases based on marketing materials.

Just 2% of consumers said that all of the marketing content they see online is relevant to their interests. 8% think that most of it is relevant to them. 34% said that about half of it is relevant. 39% said they rarely ever see marketing content that is relevant to their interests. 8% said they never see such content. And 9% have no opinion.

Marketing Personalization

In general, 50% of respondents said they think that relevance is a factor that can make ads or marketing content more effective. 48% think that eye-catching visuals are important. 45% appreciate brand recognition. 35% think that humor makes marketing materials effective. 32% think personalization makes for effective marketing and advertising materials. And 16% appreciate compelling copy.

More specifically, 40% of respondents said they would be at least somewhat likely to make purchases based on ads that are personalized to them. And another 40% said they would be at least somewhat likely to make purchases based on other marketing content that’s personalized to them.

Key Takeaways

Personalization may be an effective strategy for marketers. But if you ask consumers, not much of the advertising or content they see online actually uses that strategy on a regular basis. Relevance can be a huge part of creating a marketing or advertising plan that’s really personalized to different consumers. And consumers agree that the ads that are relevant to them tend to be most effective. So if brands use the targeting tools that are available on platforms like Google and Facebook, they could appeal to more consumers that are actually relevant to their offerings. And those tools can also help businesses potentially stand out even more since consumers don’t consider much of the advertising and marketing they see online to be especially relevant.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: User Personalization by Doug Belshaw under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on September 13-15 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.