Consumers express concerns over digital advertising
Customers are more inclined to TV advertisements which they feel are less intrusive than digital marketing as issues of newsworthy security and privacy continued to redefine the world of advertising according to a new research released by WPP’s media investment group GroupM.
Dubbed Consumer Trust in Digital Marketing, the research that surveyed close to 14,000 consumers in 23 countries brought to light the growing concern consumers have over online advertisement, with 37 per cent of them insisting they consider digital ads too intrusive.
Six in every ten consumers fell less inclined to use a product if their data is used for any purpose, 64 per cent would have a negative opinion of a brand that was placed next to inappropriate content while 56 per cent of consumers expressed the need to have more control over their data.
Christian Juhl, Global CEO of GroupM: “With pervasive reports of data security and privacy missteps, consumers are increasingly wary of information gathering about them as they move online. Media has evolved dramatically and it’s crucial the industry work collaboratively to make advertising work better for people around the world. As marketers, it’s our responsibility to ensure that we are using consumer information responsibly and transparently”
The findings of the survey offer marketers a new approach to engage consumers, build their trust and offer incentives that guarantees the consumers that their data is safe and protected.
And as more consumers spend time online, Group M research urges companies to cultivate trust that goes beyond traditional advertising especially laying more emphasis on communications tactics like working with micro- and nano-influencers, which may help mitigate digital advertising fatigue.
The Group has already rolled out INCA, an influencer marketing solution that assists marketers to be confident in accurate, verified and measurement-based influencer marketing outcomes.
Chris Myers, report author and Regional Director, GroupM APAC: “To make digital advertising work better for everyone, we must listen to what consumers are saying and refine our strategies accordingly. Marketers should not pull back on digital advertising; on the contrary, they should push forward in ways that respect consumers’ evolving relationship with digital media.”
Read the full report here