Internet Marketing: Is YOUR Targeted Content Hitting the Mark?

The internet, particularly the e-commerce sector, continues to grow at an exponential rate in terms of both customers and businesses. At the same time, customers are demanding ever-more personalised experiences. There is a strange yet very real dichotomy that exists between these two facts; any attempt to meet the challenge of bridging this widening gap must be undertaken in a thoughtful, focused and strategic manner if it is to be at all successful.

Despite the efforts of owners and operators of e-commerce websites, it appears that targeting personalised content at consumers online is currently only achieving mediocre results. A new study carried out by Optimizely, a provider of DXPs (Digital Experience Platforms) has revealed that over half (51%) of consumers in the UK often feel that the targeted, personalised content they receive is 'unhelpful' and/or 'boring'. 

The Optimizely study, entitled 'The Personalised to Personal Report', sought the opinions of 1,000 UK consumers and 100 UK marketing leaders. One of the key takeaways from the research was even more sobering than the aforementioned 51% figure: a massive 70% of the consumers surveyed received personalised promotions that were 'not directly relevant to their personal interests', causing them to experience 'feelings of frustration' with the brand which sent the content. 

These shortcomings are, without doubt, negatively impacting e-commerce retailers in numerous ways, from the short-term effect of reducing potential conversions to the lasting, more serious impact on customer loyalty. The Optimizely report drove this point firmly home with its revelation that 65% of the responding consumers feel 'more loyal to a brand that has taken the time to understand them on a deeper, more personal level'.

Among the marketers surveyed, an overwhelming 83% admitted to 'heavily relying on assumptions about customers rather than high-quality insights' when it came to the current efforts at perso­nali­sation. More than seven out of ten marketers (71%) also admitted that 'genera­lisa­tions still form the foundation of too many personalisation campaigns'. A third of the marketers surveyed blamed 'outdated technologies' for the low success rates of their targeted content. 

The research team that compiled the report concluded that, while it is indeed true that employing more modern personalisation technologies will help e-commerce brands to deliver relevant experiences to consumers online, it is vital that these brands focus on creating fresh, exciting and engaging content. 

As a leading e-commerce development agency, Brickweb can provide you with all of the tools and knowledge you need to ensure that your business is all that it can be in the ultra-competitive online marketplace. From designing and building a state-of-the-art website to developing intelligent, forward-thinking internet marketing strategies and creating exceptional content, our comprehensive suite of services and solutions is second-to-none.

Find out more about what we do on our website. When you're ready to lay the first brick in what will become a castle of commerce, our team is just a phone call away.