According to a study by Janrain, 74 percent of online consumers get frustrated with websites when content appears that has nothing to do with their interests. This isn’t limited only to on-site content. It also includes offers, ads, and promotions that appear in the form of pop-ups or remarketing efforts. For example, if you’re visiting a site from India and an ad pops-up announcing ‘free shipping across the US’, you’ll almost certainly leave the site and look for other options to buy what you were searching for. The first site may have had an option to ship in India, but by showing you irrelevant information, they just lost a potential customer.

Marketers can leverage the technological advancement of major ad networks like Google and Facebook to display personalised product recommendations on the social media sites where their potential customers will most definitely see them. A study by Monetate found that personalising web experiences resulted in marketers’ observing a 19 percent increase in sales.

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