Marketers are missing a powerful opportunity to engage with consumers and deliver personalized experiences that drive brand affinity, according to research released today from Adobe Systems Incorporated (Nasdaq:ADBE). The global study, Click Here: The State of Online Advertising, polled both consumers and marketers in seven countries across the United States, Asia-Pacific and Europe and exposes new global insights into the effectiveness of online marketing. The research has been released in advance of the Cannes Lions International Festival of Creativity, the largest gathering of advertising and marketing professionals held in Cannes, France, June 16-22.
The study revealed that a significant portion of consumers and marketers feel online advertising is still not effective (consumers 32%; marketers 21%). Marketers in the U.S. and Europe were the most dismissive of online advertising. Consumer and marketing respondents globally believe that banner ads do not work (49% consumers; 36% marketers).
“Banners have brought much of the worst characteristics of advertising – being intrusive and manipulative, catching one's eye with hyperbole, and using surreptitiously-captured information – into the digital space. Consumers realize they are now in control and won't accept it. Yet, beyond banners, there is a lot of online marketing content that consumers do interact with, and the era of creativity to explore what works is just beginning,” said David C. Edelman, global co-leader, Digital Marketing and Sales Practice, McKinsey & Company.
Edelman continued, “The best marketers will focus on building their muscles in data to drive relevance, design to generate an experience that makes consumers feel good, and delivery to bring it on-demand. And as a side benefit, as consumers appreciate those experiences more, they will also value the marketing profession more highly, helping it attract the talent that will drive the right virtuous cycle.”
Traditional media such as print and TV received higher scores for credibility and effectiveness among consumers and marketers in all regions (traditional media 94% consumers; 91% marketers; modern/digital sources 52% consumers; 68% marketers). Respondents in Asia-Pacific were most likely to enjoy TV and print ads (42%), followed by European consumers (36%) and U.S. consumers (31%). Interestingly, text message ads in Asia-Pacific (34% consumers; 24% marketers) are not considered annoying compared to the U.S. (62% consumers; 59% marketers) and Europe (62% consumers; 57% marketers).