Today we unveiled new global research that suggests marketing is still falling short in connecting with consumers online. Click Here: The State of Online Advertising polled consumers and marketers in seven countries across the United States, Asia-Pacific and Europe.
Among the top findings:
- A significant portion of consumers and marketers feel online advertising is still not effective (consumers 32%; marketers 21%). Marketers in the U.S. and Europe were the most dismissive of online advertising.
- Consumer and marketing respondents globally believe that banner ads do not work (49% consumers; 36% marketers).
- Traditional media such as print and TV received higher scores for credibility and effectiveness among consumers and marketers in all regions.
- One-third of respondents agreed it is valuable when a website makes personalized product and service recommendations. More specifically, respondents said they were comfortable with targeted advertising based on their behaviors (U.S.74%; Asia-Pacific 63%; Europe 71%).
- The marketing profession was consistently ranked as one of the least valuable to society, although it’s viewed most positively by consumers (24%) and marketers (47%) in Asia-Pacific.
You can read the study online, and also check out our animated infographic below, highlighting a handful of top insights from the research.
To paraphrase global co-leader of McKinsey & Company’s Digital Marketing and Sales Practice David C. Edelman, the “era of creativity” in online marketing is only beginning. We just have to be smart about how we use it. We hope this research helps fuel some great discussions among marketers who want to make it better.