Marketers are missing a powerful opportunity to engage with consumers and deliver personalized experiences that drive brand affinity, according to research released from Adobe Systems Incorporated. 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.
“These survey results demonstrate that we aren’t quite delivering on digital marketing’s full potential yet. We now have the technology and know-how to target relevant and personalized marketing messaging and media to our customers. Shame on us, if we don’t deliver on that.”
Digital Marketing Not Meeting the Needs of Consumers
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.
Read the complete news release.