Privacy concerns aside, it stands to reason that consumers who find online messages to be relevant to them would be more likely to be influenced by those messages. And that seems to be one of the takeaways from a recent survey from Sociomantic Labs, which showed that respondents were more likely to indicate that a marketing or advertising channel influenced their buying behavior when they found the messages delivered through that channel to be well targeted to them.
For example, the influence of web ads was twice as high among those who found them well-targeted than those who did not (52% vs. 26%), while the discrepancy was even greater when it came to Facebook (50% vs. 17%). This trend continued in all the channels cited, including online video (22% citing an influence when the ads were targeted compared to 7% when not targeted), mobile ads (22% vs. 5%), Pinterest (47% vs. 11%) and Twitter (31% vs. 3%). Read the rest at MarketingCharts.
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