New York SBDC Research Network

Article by Ross Benes From eMarketer The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true... Adlucent found that seven in 10 consumers yearn for personalized ads. IAB presentations state that consumers want fewer, but more personalized ads. Epsilon found that four-fifths of consumers are more likely to make purchases when a brand gives them a personalized experience. In a Segment survey, 71% of consumers were frustrated that their shopping experiences were too impersonal. The consumer demand for personalized content is at an all-time high, according to Adobe. But when consumers are asked about the data collection practices that empower personalized ads, they tell a different story.

Excerpt from an article by Krista Garcia To read more, visit  eMarketer "Much has been written about value exchange and the push-pull of consumers' willingness to give up personal info for personalization, offers or other supposed special treatment. Many US internet users, however, are reluctant to reveal anything more than their name and email address to marketers. At the minimum, a retailer should be able to discern and differentiate a consumer at some point during a shopping journey. An April 2018 BRP (Boston Retail Partners) survey of retailers in North America found very different capacities for identifying customers in-store vs. online. That’s not completely surprising since digital activity has been easier historically to track than behavior in-store. The bulk of customer identification in-store happens at checkout, cited by 57% of respondents. One-fifth of retailers said they couldn't ID a customer in-store at all, while 13% said they can ID a customer whe...

Excerpt from an article by Krista Garcia To read more, visit   eMarketer "According to an April 2018 survey of US internet users by verification services company SheerID and Kelton Global, more than two-thirds of respondents said an offer just for them is more important than a promotion sent to everyone, and 94% would take advantage of an offer that wasn’t made available to the public at large. What would these consumers do if they were given an exclusive offer? Nearly half said they would make a purchase sooner than normal, while 41% would look for products to buy so they could use the offer, and 38% would treat themselves to something they wanted but didn't really need. This would be the nudge to make a purchase, but fewer would spend more or buy a more expensive product. As many studies have shown, consumers want personalized offers, but they also want control over how much a brand or retailer knows about them."

From eMarketer : Retailers have been racing to crack the personalization code for some time. For most, personalization is a key to success. In fact, more than nine in 10 US retailers surveyed by RIS News said personalization capabilities are at least somewhat important to their company's business goals. And 39% of respondents said personalization was extremely important. Many respondents employ personalization in hopes of increasing sales, improving overall loyalty, and of course, making sure customer engagement levels are high. Improving these capabilities, however, isn’t always an easy task for retailers. It’s important for retailers to get personalization right because the price of personalization failure is costly.

We're all trying to win people to our causes, to get them to believe in our companies or products or missions. Fact is, all other things being equal, we choose the products and movies and stores and people we deal with because of their stories. This is why story-driven companies like Whole Foods exceed financial expectations over competitors. It's why a lot of us bought Apple products after reading Walter Isaacson's Steve Jobs biography. It's why people who hate sports watch the Olympics, and root for people they've never heard of. Once we know the underlying stories, we're driven to support. Read more from LinkedIn .

It seems the trend to be unique is gathering strength. We notice it in the types of requests we get and in the success stories that we come across. People want their wedding to be "unique" and "special" with personalized favors and cake toppers. Customized m&ms, ketchup bottles, hershey bars, cereal boxes, soda bottles, gift cards, soaps, design-your-own totes and jeans, it seems like whatever you can think of, you can probably personalize it. I enjoy my iGoogle page with all my own source choices grouped in one place - we've become accustomed to having our way and we want to express our individuality through the products we buy. We've been seeing ways to personalize your car or your kitchen mixer. "Gravanity" Trendwatching.com This is an interesting monthly bulletin and you can also read all of this sites well-considered trends. Pimp my KitchenAid Charles Perry for Los Angeles Times Aug 09, 2007 Soup up your kitchen mixer or fridge or toaster...