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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in