Do your customers feel such as you’re giving them enough attention? Forty-four percent of Americans say they feel ignored by the media and most advertisers.
And it’s not that consumers aren’t hearing from brands. Part of the issue is that they’re inundated with ads and worry about being tracked online. A full 67% of consumers said they hate being “trailed” by targeted ads. Seven out of 10 consumers said the ads are irrelevant despite being targeted.
These insights got here from research by iHeartMedia in partnership with Malcolm Gladwell’s Pushkin Industries. Morning Consult, Advertiser Perceptions and Critical Mass Media also contributed to the research.
Why we care. It’s not only brand marketers who preach the importance of having a conversation with customers — the shoppers expect it, too. Both sides seek a connection that attracts on shared values and beliefs. That means ensuring customers are approached with the fitting messages and ads, and knowing which customers are among the many 44% that feel ignored.
Out-of-touch marketers. Consumers are aware that marketers have data on their interests and purchases. Irrelevant ads show that marketers are out of touch with customers despite all the data they’ve.
That’s at the least the premise behind the divide in iHeartMedia’s study, which surveyed 237 marketers and nearly 4,000 consumers in separate polls. For instance, it found that consumers seek approval and conduct research to make purchases of $100 or more, while marketers make purchases exceeding $1,000 without permission from others and in a matter of hours or days.
“Today’s consumers are acutely aware of their social and economic environment and hold higher expectations for the brands that focus on them, sometimes relentlessly, based on the very traits that outline their individuality,” said Gladwell, in a release.
Consumer values. Consumers also show more interest in certain personal values than marketers do. Here is the breakdown of what number of in each cohort find specific values of the utmost importance.
The proportion of consumers who find religion a “top necessary value” is twice as high as marketers (30% versus 15%). The disparity is sort of as great for “law and order” — 28% of consumers; 16% of marketers.
Opportunities. Brands that reveal they understand customers’ expectations and values can win over many shoppers who’re, frankly, turned off.
Seventy-two percent of consumers said they don’t wish to buy from brands that ignore them, and 75% are willing to pay more for brands that share their values.
The bottom line: Marketers have to pay more attention to customer values and preferences, so brands can take motion. In a polarizing election 12 months, it’d even be definitely worth the risk of weighing in on hot-button issues, in the event that they align along with your company’s values.
Dig deeper: Intense election ad buying could upend marketers’ holiday plans
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