Marketers in Australia are ‘‘Disconnecting’’ with Consumers [Study]

According to a recent study, polling 1,000 consumers and 330 executives, Experian Marketing Services found out that a majority of the Australian marketers are falling behind by not meeting the needs of their particular target audience leading to an increased disconnection between these two groups.

The report revealed that 70% of shoppers chose “giveaways” and incentives among the top three methods when asked about engaging with brands, followed by direct mail on 60%, email on 46%, and adverts on 42%.

The public panel, having answered “disengaged” with these and other marcomm efforts from at least four brands, was at a 59% rate. They stated that they have been exposed to messaging that is poorly-targeted or irrelevant in nature.

Having to stop acknowledging the attempts that 20 or more companies attract their attention for the same reason was at an 8%. Having stated that their main account was not ‘‘inundated’’ with such material and creating separate email addresses for massages from brand was 27% of interviewees.

Perceiving social networking sites like Facebook and Twitter as the marketing channel they trusted the most was just a mere 4% of those surveyed, while 29% placed it among their bottom three. 89% of the panel now uses segmentation strategies and 69% are becoming “more selective” about the channels utilized.

Agreeing that “cutting through the white noise” was a key challenge to get over was a response of a further 50% of industry specialists. During the next one year, 58% of marketers are making plans to boost their spending level on social media initiatives either regard to advertising or other broader activities, along with a 52% planning to augment email budgets.

When it comes to online ads, 47% stated they will raise their outlay, reaching 41% for both apps and events, followed by 36% setting to enhance expenditure rates on print, along with broadcast media at 28%.

Having to state that official websites were the critical way to find out about products were 91% of communications, as did 85% of shoppers. In the meantime, valuing print media as an information source was 70% of consumers, whilst 28% was recorded from marketers.

Data sourced from B&T/Experian Marketing Services; additional content by MP Staff