Findings from the latest Eye on Australia research done by Grey Group Australia in partnership with Zing Insights, Advertising is failing brands. The majority of Australians say there is too much advertising [79 per cent]; most is forgettable [78 per cent]; and nearly three-quarter say advertising cannot be trusted [73 per cent].
The national study found that brands are suffering as marketers struggle to adapt to the changing media landscape.
But on the bright side, brands are even more important today than ever before; with 73 per cent of Australians who think brands are important as they help us to make judgment about quality. But more than half of Australians [53 per cent] are not loyal to any brand; whilst 40 per cent feel brands are all similar, and cannot be trusted.
Danish Chan, national planning director at Grey Group Australia, said: “Technology has changed the way Australians consume media and run their lives. Continuously connected and always-on, Australians may be easier to reach but are tougher to influence.”
The ‘Eye On Australia: Helping Australians Fall Back in Love With Brands’ research found three opportunities for marketers to influence the decision-making process again. Everything from new ways to tell stories to shining a light on the power of social proof to the growing trend of ‘branding as service’.
Chan said: “Advertising doesn’t work the way it used to. It can still be an engine of influence – but it needs to adapt.”