Despite advances in media, data and messaging that can make marketing more personal, consumers are wondering why brands are relying on the old tactics of shouting from the rooftops. Because, it seems, the more shouting brands are doing, the less customers are listening.
According to a survey of more than 2,200 consumers worldwide, nearly two-thirds (63%) said they are highly annoyed with brands’ continued practice of repeating generic advertising messages. According to the poll commissioned by Marketo (a marketing software maker), brands should show ads less frequently and make the content of advertising more personalized and relevant across different channels and interactions.
“[Marketers] are talking at us rather than engaging with us, and we, as consumers are beginning to tune them out,” Chandar Pattabhiram, group vice president of product and corporate marketing at Marketo, tells Marketing Daily. “We demand a level of personalization across our journey. As consumers, we’re more and more attuned to brands talking to us personally.”
Indeed, more than three-quarters (78.6%) of consumers said they are likely to work with a brand’s coupons or other offers only if those offers are directly tied to how they have previously interacted with the brand.
“People engage with the brand, and [the marketers] don’t connect your engagement history with the brand with all the messages they’re sending,” Pattabhiram says. “They need to adopt a consistent way of communicating with customers across interaction points based on who they are and what they do. And they need to do it across every step of the journey.”
To follow that advice, brand will have to adjust their overall marketing mindset, technology and processes, understand that brand-building is only the first step in what needs to be long-term customer engagement, Pattabhiram says,
“A lot of marketers still have the mindset of building brand awareness,” Pattabhiram says. “Organizationally, they have not been [structured] to have a one-to-one experience with customers.”