According to a recent study completed by Adobe Systems Incorporated and Edelman Berland, a research firm, traditional marketing is more effective than online marketing. The research was conducted by surveying 1,250 adults who are 18 years or older. Of these respondents, they are 1,000 general population and 250 professional marketing decision makers. This study, The State of Online Advertising breaks down the key findings regarding negativity towards online marketing and the profession (gasp!).
In this research, two-thirds of the consumers felt television commercials are more effective than online advertising, and online banner ads do not work (54%). Additionally, the respondents prefer to see advertising in their favorite print magazine, or while viewing a favored television show (23%). When it comes to social media, three percent prefer to view ads on this medium. The one location all the respondents agreed they do not like seeing ads are on apps.
Overwhelmingly negative, a large percentage of the consumers stated they felt online ads to be “annoying,” “distracting” and “all over the place.” However, 28 percent of those consumers feel user-generated content is the best form of online advertising. Ann Lewnes, Chief Marketing Officer of Adobe said, “This study is a wakeup call for marketers. We know there’s a tremendous opportunity – online, on mobile, in social – in terms of where consumers are spending their time and money. But as marketers we’ve yet to really break through.” Lewnes went on to say how providing customers’ relevant content and delivering experiences that are engaging instead of intrusive is important.
Marketing is the least valued profession
Of the respondents, 90 percent felt marketing is paramount to driving sales. However, the marketing/advertising profession ranked below almost all other professions—banker (32%), lawyer (34%) and actor/actress (13%). The next question asked if they felt marketing benefits society, only 13 percent agreed. The hardest truth to swallow is the majority of the respondents, including marketing professionals (53%), feel marketing is, “a bunch of B.S.”
Lewnes responded to this finding with, “Marketers are some of the most creative people in the world. Now that we have data insights to back up instinct, these outdated perceptions of marketing are going to change. When marketing is personalized for the consumer – and online experiences are rewarding – the impact on brands’ bottom line is going to be huge.”