Customers Grow Tired With Brands Blasting Out Repetitive Ad Messages

Customers Grow Tired With Brands Blasting Out Repetitive Ad Messages
SHARE
THIS



A recent survey of more than 2,200 consumers has shown two-thirds of respondents are highly annoyed by the way brands repeatedly blast advertising messages.

The poll, conducted by marketing and software solutions company Marketo, Inc, surveyed consumers in Australia, the United States, United Kingdom, France and Germany. The responses varied from country to country, with Australia one of the most intolerant when it came to seeing the same messages over and over again.

Of the Australian respondents, 23 per cent said they see brand advertising too frequently. The preferred response seems obvious – 45 per cent of Australians said, ‘show ads to me less often.’

A quarter of respondents said they wanted content more relevant to them, and for advertisers to pay attention to where they prefer seeing ads. A further 14 per cent suggested advertisers relate content back to how the consumer has interacted with them. This demonstrates how people expect advertising, but they have grown tired of the one-size-fits-all approach. Advertisers have to engage more on a one-to-one basis.

Sanjay Dholakia, Marketo’s chief marketing officer said, “It’s expected that consumers would rather not see ads, but it’s encouraging that more than half didn’t choose the ‘less ads’ response.”

Australian respondents had a particular dislike for push ads in mobile apps. Thirty one per cent said it was the type of advertising that irritated them most, compared to just 18 per cent in Germany and 27 per cent in the US.

TV ads ran a close second.

Instead, consumers prefer to interact with brands on their own terms. Forty nine per cent of Australians said visiting their website was the most likely way they would engage with their favourite brands. Following and engaging via social media was the preference of 23 per cent and email newsletters popular with 21 per cent.

These results are proof of the challenge that companies face when trying to consistently engage their customers across a wide range of digital channels. For years campaigns have been crafted in isolation, often designed in silos with a specific digital channel in mind. Facebook ads, for example, are often not linked to prior interaction on a company’s website. This lack of connectedness between digital channels makes it difficult for companies to have a two-way conversation with individuals, which is why they resort to the one-size-fits-all approach.

“Research like this shows consumers are savvier than many give them credit for,” said Dholakia. “They understand the concept of personalised messaging. Many, it seems, are annoyed that they are not seeing more of it.”

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]