A recent survey has proved to show lots of incite as to how to improve social media users’ online experiences with their social networking site by tweaking the ads that they see when visiting them. A poll of 800 social networking users was completed by Prospectiv in May of 2008, finding that the majority of social networking ads being presented to users are irrelevant to their needs and interests.
58% of 800 users of social networking sites say that very few of the ads and offers they’re currently seeing on social networking sites match their interests and preferences, although the site has all or most of that information. Another 29 percent say none of them do. Only 13 percent say that “most” ads meet their interests and preferences.
56 percent polled said the quality of their online experience would be improved if social networking sites provided more targeted advertisements and offers tailored to their specific interests and preferences.
Consumers said the types of ads and offers they would be more likely to respond to are:
- One-off coupons and discount offers from the brands and products they buy (62 percent)
- E-newsletters featuring coupons, discounts, news and tips about favorite brands (24 percent)
- Invitations to join interactive email groups, online forums and social networks for sharing and communicating (14 percent)
85 percent of consumers said they are more likely to join a free social networking site supported by advertisements and offers targeted to their interests rather than a paid social networking site without commercial advertisements. The report says that:
- 54 percent of consumers never click on advertisements on social networks
- 39 percent of consumers occasionally will respond to ads
- 7 percent will often respond to ads
This weeks ads reveal something very important in the world of marketing and advertising: consumers do not mind ads. On the contrary, many say that their overall online experienced would be improved if the advertising they would be exposed to was targeted towards them.
Therefore, I think we should take this information to heart and strive to create more targeted advertising for our consumers. Not only will they be more likely to respond to it, it will make them happier. Happier shoppers are more likely to spend more and purchase more items!
Find out more about this study from the official Press Release by Prospectiv.
Image by frankdasilva.