Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Are Marketers' Campaigns Misaligned with Consumer Expectations?

Are Marketers' Campaigns Misaligned with Consumer Expectations? | Integrated Brand Communications | Scoop.it

With an ever-growing list of channels for brands to connect with their audiences, it seems rational to expect that advertising and marketing campaigns are in a constant state of improvement. But what if these campaigns are fundamentally misaligned with consumer expectations? That was the question asked by marketing technology company x+1 and marketing research firm Research Now in their report, “The Marketer’s Playbook: Aligning market strategies with consumer expectations.” The companies surveyed consumers and marketers from companies of all sizes in the US in July 2013.

 

The poll found that one-quarter of consumers indicated they got the most help in making purchase decisions from messages delivered via email, making it the most valuable channel overall. But there was a sharp dropoff in the next channel, with only 16% of consumers seeing utility in messages coming through a personalized web experience. Mobile channels fared even worse in consumers’ estimation—6% thought mobile ads were useful, 5% said the same about mobile apps and only 2% thought SMS messages were helpful.



Russ Merz, Ph.D.'s insight:

Recent study by Research Now finds clear differences between marketers and consumers regarding the value of various marketing channels/modes.

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Report: Mobile Users Want Value from Ads

Report: Mobile Users Want Value from Ads | Integrated Brand Communications | Scoop.it

From the report, Exploring the Role of Value in Mobile Advertising What do mobile users expect from ads? A new study says that many mobile users want something of value in exchange for their attention.

 

According to the report, Exploring the Role of Value in Mobile Advertising, there’s a wide range of possible values. They could include the most popular value choice — deals and coupons — or free tools such as shopping lists, interest-based info like recipes, such location-based info as promotions, a branded game or similar fun feature, or the latest product news.

 

The report was conducted by research agency Millward Brown, in partnership with mobile loyalty platform and ad network SessionM, and it is a continuation of Millward Brown’s 2012 U.S. AdReaction Report, Marketing in the Mobile World.

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