Marketers and consumers conflicted on what is effective, study claims
Marketers are putting their money in the wrong channels by over-emphasising the importance of digital channels, a report by Australia Post and trade body ADMA looking into how people want to hear from brands has suggested.
The independent study, commissioned by Australia Post in conjunction with the Association for Data-driven Marketing and Advertising (ADMA), has found all the demographics surveyed believe traditional channels of catalogues and flyers, TV, press, radio and direct mail are more effective than digital channels, such as social media marketing.
Independent research organisation QOR conducted the study surveying a sample of 9,641 Australians nationally.
Q: How effective at influencing you, when considering products and services, do you find the following forms of advertising?
When considering how effective they perceive marketing to be, those surveyed ranked social media advertising, online display ads and telemarketing lower than the more traditional channels of TV, print and radio.
While more than half (62 per cent) of the respondents to the survey ranked catalogues as the most effective form of marketing. The channel saw a drop of four per cent drop in spend according to data from the Annual Catalogue Industry Report 2012/2013.
Personalised direct mail and press advertising also saw a decline last year.
ADMA CEO Jodie Sangster said: “The ‘one size fits all’ approach is the wrong way to tackle consumer-centric marketing. This survey shows marketing is out of synch with customer’s preferred channel choices. This challenges Australian marketers to think differently about the channels they use and how they allocate their budget.”
Government
advertising spending
When it comes to marketing political messages media spend is also out of whack with what consumers consider most effective, according to the report.
Half of those surveyed (51 per cent) said personalised direct mail was the most effective and 45 per cent ranked websites second, with only 38 per cent naming TV. However the federal government between July 1, 2012 and June 30, 2013 spent $87.2 million on TV advertising and $27 million on online marketing.
The study also identified the most useful channels for different product categories as named by consumers, with catalogues and flyers topping the list for fashion and supermarket brands while TV, online and direct mail are best for banks, telecommunications and utilities.
While media spend may be off the mark, the report did reveal that more than half (62 per cent) of Australians are receptive towards advertising, with 17 per cent of those describing themselves as “ad junkies”.
Just 15 per cent of those surveyed said they feel negative towards advertising, while 23 per cent described themselves as passive.
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I’d love to know how this survey was conducted… I’m assuming by direct mail.
If otherwise, I’d actually be surprised.
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Australia Post and Direct Marketers funded study finds Catalogues and Flyers are most effective…. no surprise twist here. Not sure I would get that answer from anyone I know #sceptical
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I don’t know about you guys but I’m quitting my job to work at a catalogue start-up… Google will buy us before you can say doorstop.
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The study assumes advertising only works when people are consciously aware they’re being influenced.
“Nice shoes!”
“Thank you. I used to buy a different brand, but I saw an ad for these in Vogue and changed my mind.”
Do people really know to what degree they’re influenced by ads? What about the interplay of ads in different media? Are they really suggesting that media dollars should be split to reflect the percentages of claimed influence?
I can’t say I find this overly persuasive. Maybe I’d change my mind if I read it in a catalogue or flyer.
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@ Spinyard
Sorry for my english …You are right and at first I did totally agreed with you.
Then I realized that small brand are not enough strong and do not spend enough budget to influence consumer behaviour just by exposing themselves.
Many business think they are going to score big when the invest in video and social media. But when there is no constant following and maintenance it’s become a bad investment and discourage business in their marketing effort.
Télévision still my favorite media, it touch a large audience and public “believe” in tv but most of the time they dont trust internet. Maybe it is why good content don’t always go through when it s on line.
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I’m afraid this research has one very large hole – it doesn’t include search marketing!
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We are supposed to persuade people into liking our brands, not ask them to rationalise what media channels they like. What rubbish!
Though I do agree we put too much time and money in banner ads, because those 50 people out there that actually click on them make them seem efficient.
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