Millions of pounds are invested into advertising for every company; if there is no advertising the consumer will not know about the brand or product for sale, simple. Well, we have found an article that seems to prove all this money is wasted, revealing that 3 in 5 Britons think that adverts are not relevant. Could this be because we live in such an over crowded world of advertising, where messages are hard to actually impact upon the consumer? If this is the case, perhaps New Balance needs to step back from the advertising scene and invest it's money on improved Visual Merchandising that will generate Word Of Mouth promotion and PR . It is a fact that people are more likely to purchase a product if it has been recommended to them by a friend or trusted source.
For this brief we really need to home in on what the Tier 2 consumer wants and needs to ensure that our campaign does not fall under the irrelevant criteria.
3 in 5 think ads are not relevant
Source: New Media Age 12-10-2010
Three in five Britons believe online advertising is neither relevant nor well-targeted, according to a YouGov survey.
Only 25% found targeted ads relevant to them in any way, while more than half of the respondents (57%) said they would choose targeted ads over a blanket approach if it meant there were fewer of them.
Steven Filler, UK managing director of ad network Collective, who commissioned the research, said: “We currently see two extremes being used to target consumers: re-targeting users who have visited a site before, often at high frequency, or generic brand messaging targeted at sites rather than audiences. If brands are to make a strong connection with consumers, they’ll need to use genuine audience insight to target the right user with tailored ad formats in good quality environments.”
No comments:
Post a Comment