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What Consumers Want and How to Give it to Them

WHAT CONSUMERS WANT AND HOW TO GIVE IT TO THEM Consumers have clear brand, product, and shopping preferences and retailers know this. Digital has largely failed to understand the delicate relationship between the retailer and customer; the best approach starts with a deep understanding of the consumer and what she likes, dislikes, and expects when engaging with a retailer. SHOPPING WITH A PURPOSE One may think that online shopping is recreational and leisurely – but that's not the case. It turns out almost half of respondents are extremely focused on what and where they are going to buy. When shopping online, 41% go to a specific site with a specific product in mind and purchase it ELECTRONICS SPORTS! CLOTHES But price still matters: 36% say they take the time to search for their desired product and purchase it from the site with the lowest price Only 20% add items to their cart for fun, then later decide whether or not to buy HOW CONSUMERS USE ONLINE SHOPPING CARTS Since people are not simply browser-window-shopping, it makes say they abandon 11% sense that digital shopping carts carts more often drive consumers right to checkout. than they purchase 58% put an item in their say they collect 13% cart only when they items in their cart are planning to buy until they get free shipping or a use their cart as a deal based on 19% wish list or reminder, spending amount adding items that they want to keep track of EMBRACING TARGETED ADS Despite media coverage focused on consumer discomfort with targeted advertising, consumers actually welcome it. say they are comfortable 70% receiving ads and content specifically targeted to them This is good news for marketers – as you'll see below, targeting significantly improves the impact of digital marketing messages IT'S SIMPLE: TARGETING WORKS INFLUENCE Providing targeted and relevant content is critical to converting browsers into buyers. Any channel with increasingly targeted messaging will in turn hold more influence over online buying behavior. Targeted messaging Non-targeted messaging 2x as likely to be influenced by web ads |52% 26% Over 3x as likely to be influenced by web video 22% 7% Over 4x as likely to be influenced by mobile ads 22% 5% Social channels also demonstrated marked improvement with targeting: f Pinterest has influence on Facebook has influence on Twitter has influence on 47% of those who found it 50% of those who find it 31% of those who find it well targeted; 11% of those well targeted; 17% of well targeted; 3% of that didn't general respondents general respondents CONVERSION Effective targeting also improves a channel's likelihood of conversion: those who find channels well targeted are When messaging is targeted and relevant, people are... significantly more likely to act on a discount. Targeted messaging Non-targeted messaging Much more likely to 74% Much more likely 69% act on a coupon to act on a mobile 53% 42% from a web ad app coupon Almost 2x as 67% More likely to 91% likely to act on a act on an 35% email coupon 82% mobile coupon PERSONALIZED DIĞITAL ADVERTISING WORKS WHEN DONE CORRECTLY -in today's commercial market, consumers have come to expect, appreciate, and respond to it. Sociomantic Labs drives incremental sales at scale for eCommerce marketers with programmatic display advertising solutions for desktop, mobile and Facebook. Sociomantic's proprietary stream-based technology enables marketers in over 60 countries worldwide to harness the value of loyalty, CRM and other first-party data assets to deliver individually personalized dynamic ads for retargeting, prospecting and loyalty campaigns - helping marketers turn real-time data into real-time ROI. The data presented in this infographic is based on surveys of 1,000 consumers conducted on behalf of Sociomantic by ResearchNow, an independent research firm, in September 2013. Sociomantic I [email protected] I (212) 993-8505

What Consumers Want and How to Give it to Them

shared by Sociomantic on Nov 13
New survey findings from Sociomantic Labs shows personalization dramatically improves digital advertising’s ability to influence and convert consumers.




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