Digital marketing not meeting the needs of consumers: study

The Boardroom

by Tineka Smith| 25 October 2012

Research reveals that consumers prefer viewing advertising in print and TV, rather than online.

The study, by Adobe Systems, reveals insight into the belief that consumers and some marketers believe that traditional marketing is still more effective than online marketing.

Over 50% of consumers said that online banner ads to do not work with only 3% stating they prefer to view ads on social media sites.

A large percentage of consumers said they found online ads "annoying" and "distracting."

Adobe says that marketers are missing the opportunity of building their brands online by not focusing on engagement.

"The study is a wakeup call for marketers," said Ann Lewnes, chief marketing offer at Adobe. "We know there's a tremendous opportunity - online, on mobile, in social - in terms of where consumers are spending their time and money. But as marketers we've yet to really break through. Serving customers relevant content, delivering experiences that are engaging instead of intrusive and, just as importantly, measuring what's working and what isn't so that we can improve our marketing are all critical. When marketers begin to master these things we'll turn the corner - consumer will start to notice and we'll start to capitalize."

According to the study, more than half of the respondents said they are showing their personal tastes and interest when the like a brand or product. 29% of consumers say when they see a like by someone; it encourages them to take a look at a product.

However, only 2% reported that it actually drives them to make a purchase.

Adobe suggests that online marketing ads are failing because of their impersonal nature. When using digital marketing for a brand, engagement and personalisation tends to reap positive results.

"Marketers are some of the most creative people in the world," said Lewnes. "Now that we have data insights to back up instinct, these outdated perceptions of marketing are going to change. When marketing is personalized for the consumer - and online experiences are rewarding - the impact on brands' bottom line is going to be huge."

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