Consumers becoming more receptive to personalised content

Consumers are becoming more receptive to personalised marketing content, according to a new report published by consultancy group Kantar Media. The report shows that the majority of online users now prefer articles, videos, emails and ads that are tailored specifically for them.

Serving up bespoke and relevant content to consumers is now vital for building relationships and boosting engagement, and today’s connected customers are enjoying ad experiences more as a result. Over two-thirds of those surveyed in the Communication Planning in a Disrupted World study said that they now either “tolerate” or “like” advertising, while nearly six out of ten claim that it has changed for the better during the last 12 months.

The survey respondents also overwhelmingly stated that personalised content is more interesting, and there is a growing consensus that all advertisements should be tailored to their specific needs and requirements. In fact, 64 per cent said that they prefer to consume content relevant to their interests.

The study dovetails with a recent personalisation report from Evergage, which found that nearly nine out of ten marketers now believe that consumers expect customised content with a personal touch, and 96 per cent agree that it can play a major role in advancing customer relationships. However, it remains a challenge, as 55 per cent of marketers said that they still are not getting it exactly right.

Personalisation has also been key to a recent uptick in the performance of email marketing campaigns, as a report by Yes Lifecycle Marketing found that email open rates have increased by four per cent during the last quarter, and the average click-through rate has soared to its highest figure in four years.

The report noted that using relevant and personalised subject lines and marketing products and services at the right time to the right customers are crucial for success. Both B2C and B2B marketers have enjoyed higher conversion and engagement rates by including Fridays in their regular mailing schedules.

“Our findings show that, contrary to what some may believe, consumers actually want to receive marketing emails,” Yes Lifecycle Marketing President Michael Fisher said. “At the same time, however, to maintain an engaged subscriber base, marketers need to offer valuable, relevant, and personalised information at every stage of their customers’ lifecycles.”