Over half (55%) of consumers are put off buying products or services if they see the same ad online multiple times, according to a study by InSkin Media and RAPP Media that surveyed over 1,600 people aged 20 to 60. Only 10% of consumers are more likely to buy something after seeing the same ad served repeatedly because of their previous web surfing behavior (known as retargeting).
It should come as no surprise to anyone that senior management is demanding more accountability from marketers. Even though, for some companies, profits are at record levels other brands are struggling to get and keep fickle consumers. Marketing, at its heart, is still about getting consumers to purchase your product. What has changed is that consumers have too many devices and have the attention span of someone with a severe case of ADD.
There are those that would have you believe that marketing has changed dramatically and for some products that may be true, but don’t believe the social media experts and agencies that would have you believe that you need their help to get it right. Here is a list of marketing truisms based on reality, not a sales pitch…
Worldwide mobile-ad spending will reach $6.4 billion this year and more than $23.6 billion by 2016, according to EMarketer. But most mobile ads are disruptive. So why are so many brands, media agencies and marketers giving so little thought to how mobile ads work and how to engage users ? According to Business Week “Traditional advertising doesn’t translate to mobile devices, and companies are still struggling to come up with effective strategies.”
Funny TV ads appear to be more likable to consumers, but that does not necessarily make them more persuasive or effective, according to [download page] an Ace Metrix study released. Measuring humor against likability, there is a 0.31 correlation, indicating that the more consumers perceive an ad to be funny, the more they find it likeable. There is also a positive correlation with attention (0.30) and watchability (0.15). But, consumers see funny ads as less informative (-0.22 correlation), and are less likely to change (-0.07) or desire (-0.08) brands because of a funny ad. Considering that Edelman released a study saying that consumers demand to be entertained via TV spots this is further proof that every time they try and share research it has little to do with actually driving business.
Via Ted Dhanik; According to Ogilvy’s report, Facebook sources have hinted that organic reach will approach zero in the near future. In addition, one one analysis found that as many as 40 percent of “likes” for one life sciences company were fraudulent. In other words, brands spent years building a fan base they either can’t reach or actually don’t want to reach. But wait, it gets worse; advertisers are paying for less than they believe. Facebook advertisers are detecting 20 percent to 30 percent click fraud on the site using sophisticated forensics. Rather than offshore likers, bots are decimating ad performance on Facebook. It’s no wonder that one company has written a breakup letter to Facebook while many others are ready to unfriend the social network after paying for promoted posts with underwhelming results. Quoting Monty Python from The Holy Grail “Run Away!”
POST SUMMARY: Fully 92% of Americans ignore at least one type of ad, including: Online – 82% Television – 37% Radio – 36% Newspaper – 35%. The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads.