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!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in