Digital advertsing is not meeting the needs of consumers according to a new research report undertaken in the US.
Adobe in partnership with Edelmen Berland, a global market research firm surveyed a nationally representative sample of 1,000 consumers and 250 professional marketers.
Interviewing took place from October 8 - 16, 2012 and will be fielded in the UK, Japan and China in the future.
Here's a summary of the key findings:
- Print and TV are more effective than online advertising
- Majority of respondents use social media; over half have liked on behalf of their favourite brands, but also wish there was a dislike button for social media (Facebook?)
- 68% of consumers find online ads "annoying", "distracting" and "all over the place"
- 54% of consumers say online banner ads don't work
- "Likes" get attention and encourage consumers to "check-out" a product, but don't translate into sales
- 44% of consumers feel advertising works better on women than men
- Consumers (and marketing professionals) agree that marketing is valued, strategic to business and paramount to driving sales
- Professional advertising is the most effective form of advertising
- Advertising/Marketing professionals considered in the bottom of professions - along with actors and dancers
- Most marketing is a bunch of BS, 53% agree
Which all goes to prove that just when you thought you had it all figured out, along comes something that turns everything upside down - again.
To download a copy of the report click: http://enews.ebusinessmedia.com.au/client/etalk/2012_11_nov/Adobe_S...