Industry experts are certain that successful advertising must be tailored to individual needs, personalized and relevant if consumers are to remain enthusiastic about it in the future. 57% assume that targeted, personalized advertising that offers the user added value will also be accepted. 68% of advertisers believe that they will reach their target group with relevant advertising if it enables interaction with the brand or the product displayed. This is the result of the latest Consumer Pulse study conducted by digital technology company Undertone in March 2016. For the study, selected marketing decision-makers and media agencies were asked which advertising media they consider to be the most promising for successfully addressing their customers. At the same time, consumers were asked to indicate how they prefer to be addressed with advertising and which new technologies they find appealing. The following advertising experiences and offers are crucial for reaching consumers in the future:
1. rebatesDiscounts are particularly efficient for addressing customers via the Internet. 70 percent of the users surveyed said they would take part in a quiz on a brand or product if they received a discount in return.
2. little helpersTime is in short supply today. Between work, everyday life and family, there is hardly any time left for shopping. That's why users are happy about advertising that helps them make everyday life easier. 69 percent of respondents would therefore accept advertising that reminds them, for example, that their detergent is coming to the end of its life and at the same time offers them a coupon for reordering.
3. virtual realityVirtual test drives with the car you're planning to buy or virtual try-ons of clothes that look so great on the screen are high on the list for 65 percent. If brands add a virtual advisor to this advertising experience, there's (almost) nothing standing in the way of the purchase.
4. design advertising by yourselfConsumers are increasingly becoming creative themselves on the Internet. It is therefore not surprising that over 50 percent of participants would like to be able to design the ad themselves and, for example, select the color, accessories or accessories individually.
5. personalized offersAdvertising that is geared to the user's individual interests is crucial. The next concert of your favorite band in your city? Or the start of a movie that might interest you? 68 percent of respondents say they would be interested in this type of advertising. Implemented correctly, these ads can drive user engagement through the roof.
Advertising that appeals to consumers
