AMA Study Finds Consumers Have Peaked On Key Digital Media, Marketers Have Not (

A major international study commissioned by the American Marketing Association (AMA) indicates a serious disconnect between consumers and marketers may lead to some inertia in technology and digital marketing expenditures in the U.S.

The study, which conducted in-depth interviews with consumers and marketers in each of the world’s two largest markets — the U.S. and China — found that U.S. consumers have already peaked in their use of dominant digital media formats, especially social and online gaming, but U.S. marketers are continuing to increase their investments in both (+68% and +25%, respectively).

The study also found American consumers are less than keen on the benefits of nine key ad tech “innovations” — things like personalized ads, micro-influencers, employee influencers, augmented reality, and IoT-connected home devices — than U.S. marketing spending would justify.

None of these emerging marketing technologies are favored by a majority of Americans, according to Craig Charney, president of Charney Research, which conducted the study, scheduled to be presented in detail later today.
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