Almost half of consumers still not convinced by digital marketing, reveals new Adobe survey

Recent research by internet giant Adobe has revealed that consumers do not respect the advertising and marketing professions, and think that a significant proportion of the latter is (and I quote) ‘a bunch of BS.’

The ‘Click Here: State of Online Advertising‘ research also reveals that digital marketing has come under the heaviest fire from consumers, as 68 per cent of those questioned view online advertising as ‘annoying.’

3,004 consumers and 752 marketers from the UK, France and Germany were questioned in the survey.

In the UK alone, only 12 per cent of those questioned answered that they favoured websites, with 39 per cent of consumers preferring print magazines and 23 per cent preferring TV ads.

Commenting on the report, Adobe’s chief marketing officer, comments: “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.

“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.”