Education about ad targeting can create more fear

Internet users have been sending mixed messages about their attitudes toward targeted ads: They sometimes say they appreciate the relevance targeting brings; they sometimes indicate they would be willing to provide personal information to facilitate targeting; and they also report concerns about advertisers and publishers having too much data.

While some of these mixed messages suggest consumers may be confused about online privacy and what behavioral targeting entails, research from online ad preference management provider PreferenceCentral calls into question whether consumer education is a solution for marketers.

This week The Economic Times published a story on this oft-quoted statistic based on the OgilvyAction study, The Study of Purchase Dynamics released earlier this fall. This study delivers metrics that dig deeper than the industry standard, 75% of consumers choose at the shelf statistic.

Washington, March 3, 2009 - This St. Patrick’s Day, Americans are more likely to stash any "pot o’ gold" they find rather than spend it.  According to NRF’s St. Patrick’s Day Consumer Intentions and Actions Survey, conducted by BIGresearch, people celebrating the Irish holiday will spend an average of $32.80 on decorations, food and beverage and festive attire, compared to an average of $35.04 in 2008. Total spending is expected to reach $3.29 billion.*

Even though 22% of consumers admit they are self-conscious when it comes to redeeming coupons at the grocery store, many are shrugging off the uncomfortable feeling to save money.

• 57% of those who admitted that clipping coupons was awkward now say they don't care as long as they save money.
• 26% of consumers under age 35 said the economic downturn has reduced their inhibitions about coupon usage.
• Nearly 23% who suffer financially have become less self-conscious about redeeming coupons.
• About 40% of people ages 35 to 54 said they used more coupons in the last six months, compared to 36% of consumers ages 55 to 64, and 25% of those ages 65 and older.

Source: ICOM Information & Communications, March 2009

“There’s an app for that” is Apple’s catch phrase to promote the literally thousands of applications that can be downloaded to an iPhone. Whether you want to check the weather or traffic, bide time playing a game, or study a new language, there is likely a free or paid application that you can access. While Apple may be best known for mobile apps, BlackBerry, Android and other devices also have a huge range of apps available in their stores, as well as in those operated by mobile service providers. With smartphones expected to overtake feature phones in the U.S. by 2011, the popularity of mobile apps will only grow. To get a better sense of what’s popular and what’s not now, Nielsen recently launched its ‘App Playbook,’ surveying more than 4,200 people who had downloaded an application in the past 30 days.

Large retail, chain stores are a necessary channel of manufactured, consumer goods. Having the widest selection and best prices, these stores offer consumers most every product desirable. A fundamental promotional tool in the marketing mix is to promote products with Free Standing Inserts (FSIs) which publicize new product features usually with cents off coupons.