Report: Consumers say scrap annoying ad tactics

In global poll conducted by Marketo, two-thirds of respondents said they are tuning out the old-fashioned brand strategy of blasting the same message over and over

Two-thirds of consumers are highly annoyed by the way brands repeatedly blast advertising messages, a recent survey conducted by Marketo has revealed.

The poll, conducted by Marketo, surveyed more than 2200 consumers in Australia, the US, UK, France and Germany. While the responses varied from country to country, Australia stood out as one of the most intolerant when it came to seeing the same ad messages over and over again. The preferred response seems obvious – 45 per cent of Australians said, ‘show ads to me less often.’

“It’s expected that consumers would rather not see ads, but it’s encouraging that more than half didn’t choose the ‘less ads’ response,”Marketo’s CMO, Sanjay Dholakia, said.

Dholakia said making ads more personalised also surfaced as an issue in the survey, with a quarter of respondents saying they wanted content more relevant to them, and for advertisers to pay attention to where they prefer seeing ads. A further 14 per cent suggested advertisers relate content back to how the consumer has interacted with them.

“This demonstrates how people expect advertising, but they have grown tired of the one-size-fits-all approach,” he said. “Advertisers have to engage more on a one-to-one basis.”

The report further revealed Australian’s particular dislike for push ads in mobile apps. Thirty one per cent said it was the type of advertising that irritated them most, compared to just 18 per cent in Germany and 27 per cent in the US. TV ads ran a close second.

Instead, the survey showed consumers prefer to interact with brands on their own terms. Forty nine per cent of Australians said visiting their website was the most likely way they would engage with their favourite brands. Following and engaging via social media was the preference of 23 per cent and email newsletters popular with 21 per cent.

“These results are proof of the challenge that companies face when trying to consistently engage their customers across a wide range of digital channel,” Dholakia added. “For years, campaigns have been crafted in isolation, often designed in silos with a specific digital channel in mind. Facebook ads, for example, are often not linked to prior interaction on a company’s website. This lack of connectedness between digital channels makes it difficult for companies to have a two-way conversation with individuals, which is why they resort to the one-size-fits-all approach.”

Earlier this year, Marketo introduced a solution aimed at helping brands tailor their advertising to an individual, allowing the messages to be customised based on where a person is in their buying journey. Ad Bridge connects online advertising to an overall marketing strategy.

“Research like this shows consumers are savvier than many give them credit for,” Dholakia concluded. “They understand the concept of personalised messaging. Many, it seems, are annoyed that they are not seeing more of it.”

More from Marketo

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in