British consumers are growing increasingly 'tired' of marketing communications, describing them as irrelevant and unengaging.
Research conducted by US e-commerce firm Pitney Bowes found that 42% of consumers believe brands need to engage their customers better. And over a quarter (27%) said they wanted more targeted communications that fulfill their needs.
And highlighting the damage poor communications can have, 59% said they delete irrelevant communications within five seconds of seeing it.
The research also revealed that consumers overwhelmingly feel that the current methods are irrelevant and irritating. Nearly three quarters (71%) dislike phone calls, 43% aren't happy with text messages and 56% feel it is inappropriate for social media channels to put advertising in their newsfeed without their consent.
In fact, 36% are so frustrated with the status quo, they don’t believe that anything can be done to improve their chances of engaging with current marketing communications materials.
However, consumers are more positive about the future. There is a clear appetite (and expectation) for technology to enhance the ways in which marketing communications engages people. Within two years, 37% expect brands to be contacting them using data from wearable devices, 32% expect brands to communicate using virtual reality headsets, and 52% expect that interactive videos will be used to explain goods and services
Kieran Kilmartin, VP international marketing at Pitney Bowes, said: “Over the coming years, technology will drive massive improvements in the quality of marketing communications materials, particularly in the way that physical communications are enhanced by digital experiences. This will mean far more interactive & personalised communications that are delivered straight to a person’s mobile device. As a company that helps retailers, brands and online marketplaces engage more effectively with their target audiences, Pitney Bowes is well placed to help firms make the most of this new technological age.”
By Jonathan Davies, editor, Digital Marketing Magazine
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