According to a new survey from Janrain, 74 percent of US consumers become frustrated when the websites they visit show content, ads, promotions, and offers that don’t seem to be relevant to their interests. Though people are concerned about privacy and want to be assured that their personal information is going to a trustworthy source, irrelevant content and ads can actually drive people away.
Nearly 60 percent of the survey’s respondents reported that they would be happy to give their personal information on a website if the data they provided would be used responsibly and for their own benefit. However, while people expect that companies will use their data to advertise to them, 77 percent of the people surveyed said that they would trust businesses more if the companies could explain how they were using the data to improve customer experiences.
Consumers are ready to trust businesses that want to make good use of their personal information—and they are also ready to forsake websites that seem irrelevant and outdated. Roughly two-thirds of the people surveyed said that they would leave a website right away if they were asked to give a donation to an opposing political party. Similarly, 57 percent of the people surveyed said that if they were married, they would immediately leave websites that showed ads for dating services.
Though recent scandals regarding the National Security Agency (NSA) have brought privacy issues into debate among the American people, there is still a significant percentage of people who are happy to give their information away in exchange for a better web browsing experience. Another study from Consumer Action found that about 25 percent of Americans were not worried about being tracked if the information would allow companies to present more relevant ads.
From a customized email marketing list to PPC advertising to relevant, branded content, there are a number of ways you can use directed messages and ads to target particular customers who have shown an interest in particular products or services. At Red Crow Marketing, we can help you devise a sound marketing plan that utilizes this important knowledge to bring you closer to your customers. If you’re ready to start delivering a personalized experience to consumers, contact here or call us at 417-889-1658.
A report on this study was originally published on July 31st, 2013 by Marketing Charts. You can read more about the survey and its findings here.