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Valassis Research: Consumers Will Share Data to Receive Personalized Offers

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Valassis, the leader in marketing technology and consumer engagement, today released new research highlighting consumer sentiment about today’s advertising landscape, as well as how advertising impacts purchases. Stemming from a survey of more than 1,000 U.S. consumers, the findings help marketers better understand consumers’ thoughts regarding data privacy in terms of personalization, location-based targeting, how promotions and offers are impacting their deal-seeking habits and their perception of advertising overload.

“These findings present a big opportunity for marketers”

Nearly half (48%) of consumers surveyed expressed concern about data privacy and noted they are uneasy about brands using personal information to cater advertisements. However, 69% of consumers are willing to share some type of information to receive relevant, personalized offers and promotions. This number is even higher among the 18-34 age group, with 76% willing to share at least one of the following types of information: demographics, previous purchases, future purchase plans, home residence location and/or real-time location.

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“These findings present a big opportunity for marketers,” said Michelle Engle, senior vice president, marketing, Valassis. “Consumers find personalized offers extremely valuable, and are willing to share information to receive them – despite having privacy concerns. Marketers must find the right balance by focusing on transparency and ensuring consumers stay in control of their privacy while simultaneously delivering highly relevant and location-based offers.”

Working with partners that have advanced consumer insight and a deep understanding of shoppers’ preferences – as well as a strong commitment to ensuring consumer privacy – creates the opportunity to build trust and loyalty. Brands that more fully understand their target consumers and deliver personalized deals will win their business. Survey findings revealed more than two-thirds (68%) of respondents noted they find it helpful to receive personalized offers for nearby stores.

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Additional findings include:

  • Brands can spur impulse purchases with personalized offers:
    • 64% of consumers have made an impulse purchase based on a personalized offer.
    • Consumers are more likely to make impulse purchases from a personalized offer or promotion received in the mail (29%).
    • 23% have made an impulse purchase based on a personalized offer or promotion for a local store while in the vicinity, with 22% saying the same for offers received while actively shopping in a store.
  • Consumers aren’t unhappy with advertising, but there are improvements to be made:
    • When it comes to the number of digital advertisements received on an average day, consumers are split: 27% say they are overwhelmed and receive too many, while 34% agree they receive too many but it doesn’t bother them.
      • 32% note the amount is just right, and the remaining 7% wouldn’t mind receiving more – as long as the advertisements are personalized.
    • Consumers’ biggest frustrations with digital advertisements are that they are: too intrusive and interfere with online experiences (39%); received on channels that aren’t preferred (20%); received after already making a purchase for an item (17%); not personalized (14%).

Valassis’ panel at Advertising Week on Sept. 23, “Hello to Good-buy: Marketing Approaches to Drive the Evolving Consumer Journey,” will provide more insights about how brands can effectively engage shoppers.

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