Almost one-quarter (23%) of online shoppers who have encountered remarketing say they have ended up purchasing the product, per a survey by Intent Lab and Performics. But the percentage of respondents who report strongly disliking remarketing (14%) is almost 3 times higher than the percentage who say they strongly like it (5%).
Previous studies indicate that it’s all too easy for online advertising to appear creepy and annoying. Indeed, 36% of respondents to this survey claimed that remarketing was never acceptable – a point that might become more acute as consumer concerns regarding personal data deepen. In fact almost half (46%) of respondents also said remarketing bothers them because it prompts concerns about their privacy.
So what are some of the best remarketing practices based on this survey? Here are a few highlights.
Consumers Want Little Remarketing – But Like It If It Helps Reduce Prices
Consumers don’t appreciate seeing too many remarketing ads. Just over half (53%) say that one occurrence of remarketing per week is acceptable, while 1 in 5 (19%) are happy with twice a week. After that, the rate drops precipitously, with only 5% being happy with 6 or more remarketing attempts a week.
That being said, some 38% of those surveyed said they actually liked remarketing because it allows them to find a better price later on or from a different seller.
Shorter Times Are More Acceptable
The downward trend is similar for how long consumers feel it is acceptable to be remarketed to. Some 4 in 10 (39%) accept attempts of 1 day, with one-quarter (24%) being fine with 2-3 days of remarketing and 1 in 5 (21%) fine for up to a week. Anything longer than that is only tolerated by a minority, with just 17% choosing options of 2 weeks or longer.
At least some consumers appear to appreciate the nudge, as 19% said they like remarketing because it allows them to postpone a purchase for a few days without losing all the research.
Remarketing on Retailer Sites is the Most Acceptable
The survey data suggests that consumers don’t want to be bothered too much during their online leisure time. For example, while close to 1 in 3 (29%) are fine seeing remarketing on retailer sites where they are likely browsing for products, just 12% found YouTube remarketing acceptable and slightly under 1 in 10 (9%) accept attempts via Instagram.
These figures may come as a boon to advertisers exploring Amazon, as retail brands spending their dollars there are more likely to be satisfied over the duopoly of Facebook and Google.
Some Categories Are Seen as Better For Remarketing
Some 37% of respondents claimed to enjoy remarketing in the Apparel category, with a similar percentage (35%) saying the same for Electronics. But only a very small minority (6%) accepted remarketing for Financial products. As such, advertisers may wish to tread more carefully if they work within this space.
Within the Financial Services category, consumers appear not to be as receptive to other marketing practices either, with fewer than 1 in 5 saying they would trust fiscal advice generated by AI.
You can access the full Intent Lab report online here.