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.
When it comes to the dynamics of the marketplace women have changed the game. Forty‐ two percent of women agree, “I regularly influence friends and family to buy or not buy a particular product or service,” – up significantly from September 2008. In addition, 54% agree “I feel it is my responsibility to help friends and family make smart purchase decisions.” Women today are consumers, broadcasters, and amplifiers of ideas in the marketplace; expect these recommendation and word‐ of‐mouth dynamics to continue intensifying.
More and more the ad industry is shooting themselves in the foot. The latest arrow comes from an article in Adweek “The Future of Advertising Still Rests on the Art of Connecting Brands and Consumers More than ever, it’s about authentic and compelling stories“. Ha? Do you honestly think that consumers have the time to read “brand stories” or believe brand propaganda?
Is it any wonder that most executives feel that marketers are disconnected from accountability? All you have to do is read the posts on social media from the ad industry megaphones like Ad Age and Adweek to see how the industry is patting themselves on the back for ads that ran during the Superbowl while not talking about the objective of advertising to actually sell the product.