Despite their efforts — and confidence — brands continue to fail at resonating with targeted audiences, according to new research. A recent report released by Adobe Insights showed a large gap persisting between brands’ belief in the success of advertising campaigns and the reality of consumer reactions.
To collate the results, Adobe surveyed 1,000 consumers and 300 digital marketers regarding current marketing initiatives. According to the study, 58 percent of brands said that they have improved at delivering valuable ads. However, only 38 percent of consumers agreed.
“That 20 percent gap is the result of brands having made some strides in delivering valuable ads, but they are not doing it enough,” Tamara Gaffney, principal analyst at Adobe Insights, said in the report. “The reason is the exceedingly instantaneous amount of time they have to demonstrate value to the consumer. Companies are still not built to be able to do that.”
The research also confirmed the growing priority of personalization among consumers, despite their age. According to the study, more than 50 percent of those surveyed between 18 and 50 years old look for ads to resonate with their individual preferences and interests. The report suggested that brands are falling short due to insufficient technology and siloed organizations.
By failing to deploy comprehensive technology, marketers are increasingly out of touch with current consumer behaviors and use patterns. The report said that total visits to U.S. web sites have declined by 0.4 percent over a three-year period. The money advertisers are investing in strategies is faltering — the analysis found that despite a 42 percent increase in search functionality spending, there’s only been an 11 percent increase in web site traffic as a result.
And when consumers do visit web sites, they’re staying for shorter amounts of time resulting in a six percent loss year-over-year. The report urges markets to focus on video spends for TV. Overall viewership has gone up 102 percent in the last two years and users of TV everywhere has increased 110 percent.
By deploying platforms that provide real-time analysis on web site traffic, current usage patterns and success levels of specific strategies, marketers will begin to avoid pitfalls such as doubling down on fading consumer priorities.
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