As the more loyal Lunch Pail readers are well aware, we care a great deal about relevance in digital marketing. On many previous occasions we've had experts lend their smarts to the blog to introduce, analyze, and review the various aspects of a relevant digital marketing strategy. Bryce has posted at length about how to overcome various barriers to relevance within the internal marketing structure of an organization while also demonstrating the ROI possible through a more targeted, relevance-centered digital marketing strategy. So, it's always great to stumble upon reports and quantifiable numbers that sum up our hundreds of words in just a few, well researched survey questions.A recently published survey (subscription required) about the impact of personalization tactics in online ads revealed some interesting results about the shopping and spending habits of Internet users. The survey carved up the population of US Internet users who are willing to click on personalized ads into three primary spending categories: $1-$100, $101-$249, and $250 and over. The spenders in those categories were asked how likely they would be to click on an ad that contained greater levels of personalization. The first two categories slotted between 30%-39%, while 50% of largest spending category was willing to click on personalized, relevant ads.
While that survey question was specific to the network type of behavioral targeting (affiliates), the results can be interpreted for how a specific demographic category feels about personalization and relevance. Those who spend more when shopping online are much more responsive personalized, relevant ads and content online. This is an important finding for both network and those who deploy onsite behavioral targeting strategies.
Marketers with brands that appeal to high-income households should pay particular attention to this revelation. Using onsite targeting to personalize website content and or simply display relevant, optimized content is a no brainer. The numbers prove high income shoppers like the efficient shopping experience they get when brands care enough to show them relevant content. Marketers, is your website content relevant to your online shoppers?
