According to a new study from Adobe Systems Incorporated, most online consumers still feel that the majority of online marketing is ineffective, however a third of respondents polled stated that personalized recommendations for goods and services were helpful.
While many online consumers seem more accepting of personalized ad content over generic banner ads, most are nonetheless still unwilling to share personal information to help retailers cater their marketing to them. Customers in the US in particular considered it an invasion of privacy for sites to gather information about them without their consent and felt that data like Social Security should be off-limits to marketers.
"Digital marketing has created a remarkable opportunity, but it comes with higher expectations from consumers. They expect a story tailored specially for them, a level of trust and transparency with the brands they do business with and, most importantly, a great experience. Brands delivering anything less will ultimately be ignored," said Ann Lewnes, chief marketing officer for Adobe.
The study, commissioned by Adobe and conducted by the research firm Edelman Berland, is based on a survey of 8,750 consumers and 1,750 marketing professionals in the US, Europe and Asia.
Among both consumers and marketers in all of the countries polled, banner ads were considered among the least effective forms of online marketing. A large percentage of marketing professionals in the US and Europe felt that online advertising in general was unhelpful.
"These survey results demonstrate that we aren't quite delivering on digital marketing's full potential yet. We now have the technology and know-how to target relevant and personalized marketing messaging and media to our customers. Shame on us, if we don't deliver on that."
Adobe will hold a panel to discuss the research on June 17 at the Cannes Lions International Festival of Creativity, a conference for advertising and marketing professionals.
