How can I make online ads relevant for my customers?
Delivering marketing campaigns that resonate with consumers and enhance their online experience is a challenging task for retailers. More and more shoppers are using ad-blocking software because they believe adverts are irrelevant or interrupt their browsing.
No retailer wants that negative association, so how can they ensure their online content is relevant, engaging and personalised?
“For the ‘always on’ and plugged in consumer, relevance is key and the technology is available for retailers to reach the right people in real places in real-time,” says Theo Theodorou, head of EMEA at xAd, a mobile technology company.
With the growth of mobile retail showing no signs of slowing down, targeted adverts to shoppers based on their location could be the key to making advertisements relevant and actionable.
“One of the best ways to know when a consumer will be most receptive to a retailer’s message – and stop them blocking ads – is their location,” says Theodorou.
“Real-time location data allows retailers to send personalised adverts to shoppers based on their interests, increasing the chance of customer engagement and, in turn, decreasing the likelihood of ad-blocking.”
Retailers can inform shoppers of Sales and offers happening nearby or offer customers a reward for coming into their store or shopping online.
By incentivising their advertisements as well as making them convenient and actionable, retailers can encourage shoppers to engage with marketing.
For retailers seeking to reinvigorate their ad campaigns, location-based targeting offers a massive opportunity to dissuade ad-blocking and deliver the most engaging and relevant advertising to consumers.
