More from the "Marketers rate below politicians..." research study.
The study's findings suggest that the ads that are more traditional -- and less able to track for
engagement using digital tools -- are actually the ones consumers say they prefer. The study found
that people prefer to view advertising in their favorite print magazine (45%) or while
watching their favorite TV show (23%). Only 2% stated that they prefer to view
ads via social media and 0% said they like ads in an app.
Companies investing in branded social-media sites should also pay attention
to this finding: Just 2% of respondents believe information about a brand from a
company's social-media site is credible
"Make no mistake, creativity will always be our calling card," Ms. Lewnes
said. "But digital has given marketers an opportunity to rewrite their roles.
Marketers today have access to technology that gives them critical data and
insights about their customers ... insights we can turn into more relevant,
high-impact marketing. People want messages and marketing that's more customized
to their needs. And businesses want to be able to measure the impact of their
marketing dollars. Digital gives you both. As an industry, we need to accelerate
the move to digital. Only then will we be able to get the respect and
credibility we deserve."
Considering the participants of this study aren't merely a cross-section of
average consumers but also include 250 top marketing professionals, it seems
imperative that the industry needs to start from within. How can you expect
folks to respect you if you don't respect yourself?
According to the study, the majority of consumers --53%-- stated that most
marketing is "a bunch of B.S." That's compelling evidence of a big reputational
challenge the industry must tackle, and fast.