10 Things You Should Know About Online Consumer Ad Preferences

Sarah Dysthe

10) ‘Clicks per ad’ may not be the best indicator.

If the success of an ad is gauged by how many times the specific ad is clicked, the effectiveness of the ad may be underestimated. A 2013 Marketing Charts study indicated that 66% of consumers respond to advertisement by taking some other action than clicking the actual ad, whether it be searching reviews or going directly to the website.

9) Keywords create opportunity.

In terms of overall success, big brands like Kraft Foods and Coca-Cola are still reaching the most consumers with broad appeal in keywords. Even so, many brands are looking to a niche market for the best returns. For instance, Colgate has included ‘diabetes’ as a primary keyword as many diabetics have heightened oral health concerns. The response? 60% more impressions from ‘diabetes’ than the word ‘Colgate’ as a search term! Source: Adgooroo

8) Consumers rely on reviews.

According to a Nielsen report, whether purchasing online or in the store, nearly 60% of consumers will factor in the reviews of an electronic device before purchase. 40% of home electronic consumers would make a purchase before checking the reviews. Getting good visibility of glowing reviews can be vital for customer attention.

7) It’s all about image—literally.

Over 65% of the population are self-described ‘visual learners’. That is one factor in the roaring popularity of sites like Buzzfeed, Pinterest, and Instagram. Image based advertising—clear, concise, and easily understood can evoke attention and emotion that connects product to consumer.

6) Find female shoppers on social networks.

According to a 2013 Nielson Study, women in the US spend 44% more time on social media than men do. As women account for 83% of consumer spending, this percentage represents a vital factor in determining how to place female-focused marketing. Read more about men vs women’s shopping statistics.

5) Online videos are flourishing.

In 2013 there were 89 million online video viewers per day, yet only 24% of national brands are being represented in video marketing. The daily viewership is expected to rise to 150 billion people by 2016, so now is the time to grab a piece of that market share. Online Video Statistics

4) Gamification is growing.

What could be a better way to connect with consumers than to engage in games or challenges with them? As of 2013, the Huffington Post reports that the gamification industry exceeded $500 million in revenues. By 2016, M2 Research group expects direct revenues of gamification to reach $2.8 billion. Companies from IBM to Panera to Nike and more are seeing phenomenal results from gamification.

3) Online and on the move.

When Facebook announced their third quarter earnings last year, the big wow factor was that 49% of the $2.02 billion revenue was generated via mobile device. Mobile friendly marketing has become a must-have for any strategic online campaign.

2) Ads and apps work together.

64% of time spent online using a mobile device is devoted to apps. From social apps to business aids, there is an app that complements every marketing strategy. Even gaming apps get a 16% action rate! Read more about Advertising Trends

1) Social media dominates the online marketplace.

It’s no secret that social media has exploded into the modern marketing consciousness, but its direct impact on consumer trends is even more astounding than one might expect. According to consumer research compiled by Chadwick Martin Bailey, 67% of Twitter users are likely to purchase products they ‘follow’; similarly, 51% of Facebook users are likely to purchase products they ‘like’. User recommendations of products followed on Twitter are north of 70%, and as endorsement by a friend or family member is still the strongest consumer purchase factor, the return potential is exceptional.

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