96% of consumers acknowledge having received mistargeted promotional information and 94% have taken steps to break off communication, including automatically deleting emails, unsubscribing from lists and never visiting the site again. In short, consumers don’t like offers they consider irrelevant to their interests and needs.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar “-David Ogilvy. This is another reason why so much content fails on websites and in ads. Remember that a lot of people scan the Internet they don’t read unless you capture their attention.
From the choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING comes this great take away : response to ads is often not a click, 56% of online response to ads is made through search or browsing, while only 44% of consumers respond to ads by clicking on the ad. These non-click responses can lag days behind the ad impression and retargeting ads are not always on target as only 2% of respondents had made a purchase because of retargeting ads. On the other hand, 44% of consumers were negatively affected by high frequency retargeting ads.
Mike Proulx at Ad Age says “social media marketing is now advertising. It’s largely a media planning and buying exercise — emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s the opposite of connecting or listening — it’s once again broadcasting.” He couldn’t be more right and we have brands and agencies to thank for the this demise.