By now, marketers shouldn’t need convincing that personalisation is the way forward – but a new analysis by Adobe has given more reason to delve into tailored advertising.
According to a study by Adobe Digital Insights, here’s forms of marketing that is personalised and a correlation between website traffic growth.
The study states that European sites with increasing traffic are enjoying 2.6 times more traffic from tactics like social advertisements, and 1.2 times more from paid hunt compared to sites with traffic on the decline.
But, marketers and advertisers in Europe are behind North American counterparts when it comes to personalised or targeted marketing tactics to drive traffic.
New expansion will require an evolution in thinking that revolves round a holistic consumer experience
For example, European sites which climbed their visitors in the last three years see 8 percent more traffic coming from personalised advertising channels than declining counterparts, whereas at the US growing websites see 36 percent more traffic out of personalised channels.
Generally, digital advertising channels are “critical” for driving traffic to new websites, accounting for 68% of visits, and the study demonstrated – and over half of websites in Europe grew their traffic during the last three decades.
In particular marketing is seeing an increase – and – advertising accounts for two of each three website visits from smartphones, according to the report.
“Internet traffic is nearing saturation in Europe and elsewhere. The times of website traffic expansion are currently coming to an end. New expansion will require an evolution in believing that revolves around a holistic consumer encounter–capitalising on mobility, deploying a industry combination that supports the customer journey, and creating personalised content that resonates with the customer,” said Becky Tasker, managing analyst in Adobe Digital Insights.
Adblockers
Obviously, nowadays if you’re talking digital advertising, you can’t not mention that the rise and increase of adblocking. And Europeans like those in the UK – in particular – stay ‘sensitive’ to advertising, the report stated.
Out of 44% stated they just use one while the vast majority of users in the UK, as advertisements were annoying and interruprive, Germany and France prefer not to watch ads that play sounds and sounds.
40% of users added they thought advertising has improved during the last few decades, and that they’re beinng exhibited advertisements that were compelling and valuable.
But this of course brings us back almost two in three European customers favour tailored advertisements – but less than a third think they targeted because they need to be.
The research makes interesting reading for those marketers who still are not convinced by the highly personalised strategy.
What do you believe? Share your thoughts below.
