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Generic Messages are Generally Bad
By: Dwayne W. Waite Jr.
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The average consumer enjoys listening to messages and ads that appeal to them. The studies and research are pretty clear on that. When that happens, the consumer's view on advertising turns from the typical negative view to a positive perspective.

Marketing Tech covered a report by Marketo that suggested that consumers want to see more personalized ads than regular, mass-consumed ads. 

Which makes sense.

Marketo's survey reported that over 75% of consumers would prefer personalized ads from brands as long as the brands could prove that the consumer had interacted with the brand once before. The report also highlighted that over 60% of consumers disapprove of generalized ads — ads that show up online that display no real marketing strategy.

What does that tell marketers? Well, mass marketing, whether offline or online, is finally getting the overall disapproval that it deserves. Creating and placing personalized ads costs more money and relies on more resources than generic ads.

But the reward is worth it.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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