According to a survey of 300,000 mobile users worldwide, digital marketing is annoying and sometimes even counterproductive.
It seems that it is high time for brands to change current practices and adapt their digital communication to the concrete expectations of their customers ...
Ogury has just released the second part of the largest ever survey of mobile device users called The Reality Report.
287,571 users were asked about their perception of digital marketing, data and consent.
The results are without appeal: as practiced today, digital marketing brings little value to users and could jeopardize the future of companies ...
Many dissatisfied consumers in a market dominated by a few.
Today, the vast majority of mobile advertising is distributed by a handful of actors.
These tech giants have access to unparalleled amounts of data, supposed to enable them to target users with relevant messages.
Yet nearly 9 out of 10 users are annoyed by the targeted messages, even though 14% of respondents find them as useful. In other words, the data alone is not enough to create value in the eyes of the user.
Infographic: Targeted marketing messages that are designed to show products or services that appeal to me are …
74 %: Just annoying 14%: Useful but annoying 12%: Useful
Without respect for the choice of the user, the data is not enough.
The digital giants have been heavily criticized for their practices in terms of collecting data for advertising targeting purposes, without the explicit permission of the user.
As long as users are not explicitly given the choice of whether to share their data, receive ads or not, they will remain suspicious of the marketing messages they are exposed to.
According to Jean Canzoneri, co-founder and CEO of Ogury:
“From the moment users feel a form of intrusion, they are irritated by advertising, regardless of the relevance of the message delivered to them.
Brands and publishers must, therefore, ensure that consumers have clear and fair choices: agree to anonymously share their data to receive personalized advertising; refuse this sharing and be exposed to irrelevant advertising, or pay a fair price to access content without data collection or advertising. "
Mobile users blame the messenger as much as the message.
Intrusive and irrelevant messages can have a negative impact on a brand's reputation.
But this survey reveals that 51% of French think that such messages also give a bad image of the application or the website that hosts them.
Infographic: Intrusive and irrelevant marketing messages give me a poor opinion of the website or app that hosts them…
51% Agree 49% Disagree
These figures are therefore worrying for both brands and publishers.
If consumer appreciation is constantly undermined by irritating marketing messages, it is the activity of all actors that is in danger.
For Raphael Rodier, Chief Revenue Officer of Ogury:
This survey shows that brands and publishers must not lose sight of the sustainability of their business.
The bait of immediate gains generated by intrusive or irrelevant advertising represents the risk of seeing half of its users fly away. "
Mobile ads and emails preferred to phone alerts.The study reveals that 82% of users around the world prefer to receive marketing messages through mobile advertising or email.
Telephone alerts, such as push notifications or text messages, are the least popular format among respondents.
Infographic: How would you prefer to receive marketing messages?
41% Emails 41% Mobile Ads 18% Phone alerts
This survey proves it, it is high time for the digital marketing to make a deep and global transformation.
In the long term, only the organizations that place consumer choice and privacy at the heart of their digital marketing strategy will succeed in sustaining their business.
Article taken from Comarketing