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Consumers: Marketing Is ‘a Bunch of B.S.’

19 Jun, 2013 By: Doug McPherson

SAN JOSE, Calif. - A new global study from the software giant, Adobe, has found that 43 percent of consumers say most marketing "is a bunch of B.S." Another 30 percent of U.S. consumers see online advertising as less effective than offline ads, and 54 percent believe Web banner ads don't work at all.

The study, dubbed “Click Here: The State of Online Advertising,” polled consumers and marketers in seven countries across North America, Asia-Pacific and Europe to unearth insights into just how effective online marketing is.

Both consumers and marketers believe online advertising needs a boost: 32 percent and 21 percent, respectively.

The study suggests marketers need to work on improving their worth to society. Educational content on products and services can help. The profession consistently ranks as one of the least valuable, though 24 percent of consumers and 47 percent of marketers in the Asia-Pacific view it more favorably.

While marketers across the regions (U.S., 45 percent; Asia-Pacific, 25 percent; Europe, 28 percent) agree that marketing primarily helps inform consumers on brands, products and services, in the Asia-Pacific, a significant percentage of marketers think it both educates (15 percent) and reflects and shapes cultures (14 percent). Further, U.S. consumers "like" brands they regularly buy (53 percent) or that have promotions (46 percent), while consumers in the Asia-Pacific (33 percent) and Europe (26 percent) are more driven to "like" by aspirations and brand personality (40 percent).

Traditional media such as print and TV received higher scores for credibility and effectiveness among consumers and marketers in all regions (traditional media, 94 percent consumers; 91 percent marketers; modern/digital sources, 52 percent consumers; 68 percent marketers).

Ann Lewnes, chief marketing officer at Adobe, says digital marketing has created “a remarkable opportunity, but it comes with higher expectations from consumers. They expect a story tailored specially for them, a level of trust and transparency with the brands they do business with and, most importantly, a great experience. Brands delivering anything less will ultimately be ignored. 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.”

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