infographic3 web 01
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7/31/2019 Infographic3 Web 01
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ANY GIVEN DAY, CONSUMERS ACCESS THEIR FAVOURITE
COMMUNICATIONCHANNELS
THROUGHVARIOUSDEVICES.
SO DEVICE-SPECIFIC MARKETING, [MOBILE MARKETING, WEB MARKETING ETC]
IS BECOMINGOBSOLETE
4. SO WHICH ONE DEVICEWOULD THEY LIKE TO RECEIVE ADS AND PROMOTIONS ON?
7%click-through
rate in 1996
5. AND WHICH DEVICE WOULD BE THE
MOST UNACCEPTABLE?
We switch consumers on.
Source: YouGov Plc. | Total sample: 2,054 UK and 2,105 US adults aged 18+. | Dates: January 2012 | The survey was carried out online. |The figures have been weighted and are representative of all UK adults (aged 18+)
3. BUT WAIT!THERES EVEN MORE DAMAGE
66% 66% 28%37%
20%
66%
27% 11% 10%of consumers
would unsubscribefrom a brands
promotions if they
thought the messages
they were receiving
were too frequent
of consumers would
respond negativelyto future messages
from that brand
of consumers
would stop usingtheir product or service
of consumers
would proteston social media sites
LE
SSTHAN
0.1%today
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
TOTAL IMPRESSIONS (IN MILLIONS)
impressions
5 trillion
impressions in 1996
impressions today
This yearthey will receiveat least 735
In 1996 eachperson received
30 advertising messages
66%
of adultsin the US and the UKsay they receivetoo many promotions
and are exposedto too manyadverts
172 billion
2. WHAT DOES THIS CONSTANTBOMBARDMENT DO TO RESPONSE RATES?
6. SO CONSUMERS HAVE DIFFERENTTOLERANCE LEVELS ON DIFFERENT DEVICES.
WHAT ABOUT DIFFERENTDIGITAL CHANNELS?
39% 24% 4% 2%
PC
USA UK
LAPTOP
SMARTPHONE
TABLET
of consumers
prefer a detailed
EMAIL
of consumers prefer
a SHORT TEXT-ONLY MESSAGE,
like a Tweet, a Facebook message,
a Google Adwords message,
an SMS etc
respond positivelyto QR codes
of consumers respond
positively to Augmented Reality40%
other
1. CONSUMERS ARE SATURATED BY
THE SHEER VOLUMEOF DIGITAL MARKETING MESSAGES
7. AND WHAT DOES IT TAKE
FOR THE MESSAGE TO CUT THROUGH?
26% 22% 21%14%
7%
consumers
more likelyto respond to
messages tailored
to personal
interests
consumers more
likely to respondto promotions that are
specific to their
location
consumers more
likely to respond topromotions that are
contextually relevant
to what they were
doing
consumers more
likelyto respond to
promotions that are
specific to the time
they are sent
consumers more
likely to respond topromotions with
attention grabbing
phrasing
of consumers say they are turned off by unwanted
advertising on their mobile or smartphone
of consumers usemore than one deviceto CHECK THEIREMAIL
of consumers usemore than one deviceto BROWSE THEINTERNET
of consumers use morethan one device to GOON SOCIAL MEDIASITES like Facebook,Twitter, etc
of consumers use morethan one deviceto PLAY GAMES
of consumers dontmind or know whichplatform they prefer toreceive promotionalmessages over
66% 64% 44% 40% 33%
Note: due to identical or very slightly varying results between the US and UK samples, the single figures presented here are the average between the two results.
THE CONSEQUENCES OFDIGITAL AD BOMBARDMENT
34%15%
9%
2%