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Why ad personalisation matters more in 2021

There’s a common misconception that consumers hate ads. Consumers only hate ads that aren’t relevant to them.

We’ve all been there when completely unrelated ads pop up and follow us around the internet. It’s frustrating and really not a great look for the brand involved. 

It’s clear they’ve missed out on that all important factor: personalisation. This is what can turn a frustrating online experience to a successful one that drives conversions for your business. Personalisation alone isn’t always enough. Successful brands also deal with privacy head on. 

Many consumers continue to question the connection between personalisation and privacy – and much of this comes down to understanding. Where there is a lack of understanding around how data is gathered, consumers are more likely to avoid the ads due to privacy concerns. Those that have more knowledge are more likely to see the greater benefits to them of personalisation. It’s therefore essential for advertisers to be transparent about their methods – whether through privacy policies or consent – to put consumers at ease and to enjoy the advantages of successful personalisation strategies. 

It’s time to do away with the misconception of consumers and ads and target your users by giving them what they want, through effective and transparent personalisation. 

Today’s consumer demands personalisation

Personalisation isn’t just a nice to have for consumers in 2021, it’s an essential demand. Specifically:

  • 80% of consumers are more likely to purchase from a brand that provides personalised experiences.
  • 63% of consumers will stop buying from brands that use poor personalisation tactics.
  • Personalised shopping cart recommendations influenced 92% of shoppers online to buy products.

With digital spend predicted to reach half of total advertising expenditure in 2021, personalisation simply isn’t something you can ignore, whether in the form of dynamic website content, unique promotional offers, or tailored ad experiences.

Choosing the right technology is therefore essential to power your personalisation strategy at scale.

The benefits of effective personalisation

Effective personalisation in your digital advertising strategy and marketing doesn’t just mean happy and engaged customers. It also drives multiple business benefits which can include:

Enhanced customer experience: A tailored customer experience is central to success in 2021. With tailored product recommendations you can help build trust with your users, making your brand feel more authentic and keeping your customers engaged.

  • Higher conversion rates: Effective personalisation strategies have been seen to increase sales by as much as 20%.
  • Reduce cart abandonment: With as many as 80% of carts being left abandoned, reducing this can create a significant competitive advantage. Through effective personalised retargeting you create the opportunity to reduce cart abandonment, increase customer retention and boost your customer experience in the process.
  • Increase your average order value: By levering what you already know about your users and offering them relevant information in terms of product recommendations, cross-sells and up-sells, you’ll improve the customer journey while also boosting sales in line with your key business goals.
  • Improve customer loyalty: Offering a personalised experience helps to build brand loyalty and ensure you stand out and cut through the noise online.

Making the most of personalisation in 2021 with Fluid Ads

With Fluid Ads, you have the opportunity to implement your personalisation strategy at scale. We enable brands to engage with their users through hyper-relevant and tailored ads, with tactics including Retargeting, Geotargeting, and Contextual targeting.

Through our Ad Builder you have the ability to build beautiful, feature-rich, multi-format and award-winning HTML5 ads at scale, while the use of Dynamic Creative ensures that you will always serve the right ad to the right user at the right time.

Fluid Ads are a team of digital advertising enthusiasts with the ultimate platform for businesses to design and intelligently target Ad campaigns to the right people all from one place. Fluid Ads has a team of experts with complete control to deliver campaigns on your behalf. Contact us to learn more about how Fluid Ads can enhance your approach to personalisation and boost the performance of your digital display advertising.

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