Nearly two-thirds of consumers are tuning out generic messages blasted at them repeatedly, according to new research.
The study, from Marketo, surveyed global research of 2,200 consumers, indicating that consumers are demanding a new way of interacting with brands.
• 63% of respondents said they are highly annoyed by the way brands continue to blast out generic messaging repeatedly
• 78.6% of consumers say they will only engage with a brand’s coupon or offer if it directly relates to how they have interacted with brands previously.
Marketo found that the two things brands should do to make advertising more appealing to their audience were:
1) Show ads less often
2) Make content more personalised and relevant based on consumer behavior across other channels and interactions
78.6% of consumers said they are only likely to engage with a brand using coupons or other offers if those promotions are directly tied to how they have interacted with the brand previously. This can include sending offers via email, mobile or social media after they have visited a brand’s website or tailoring communications based on products viewed or purchased. The poll was conducted in the United States, United Kingdom, France, Germany and Australia.
These results are proof of the challenges that brands 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.
For example, messages delivered to a consumer through a digital advertising campaign on Facebook often are not at all connected or consistent with her prior interaction with the company’s website, emails, or other programs. As a result, it has been difficult for companies to have a two-way conversation with individuals with a single brand voice no matter where they are. To make matters worse, customers – flooded with thousands of marketing messages per day – have become increasingly frustrated with brands’ inability to connect with them based on their interests, likes, or dislikes.
Instead, respondents of the survey asked for more personalised ads, less often. Brands need to be focusing on delivering tailored digital advertising to suit an individual’s behaviour. This allows messages to be customised based on real-life actions, interactions and browsing habits across a range of channels. By engaging in conversation with consumers, rather than shouting at them, brands can ensure they are resonating with consumers, which in turn will keep a consumer tuned into your brand, rather than switching off.