Marketers strive to develop and effectively distribute influential marketing and advertising. This is illustrated by the amount spent on advertising each year and the sheer volume of advertisements that consumers encounter in their daily lives. According to Ad Age, the 100 leading national advertisers spent an estimated $104.5 billion on U.S. advertising in 2012. In 2007, Yankelovich estimated that a consumer living in the city saw, on average, up to 5,000 ad messages per day. At SpyderLynk, we wanted to find out what happens when a consumer notices and is motivated by marketing.
To better understand those moments and what mobile satisfaction means for consumers, we just completed a study with Research Now in which we surveyed 1,000 Internet and mobile phone users across the country. We received responses from a wide spectrum of consumers ranging in age from 16 to 59, both male and female, and with a broad dispersion of household incomes. In this article, we'll share what we've learned about consumers' desires, perceptions, habits and satisfaction about advertising and marketing.
First, which is really good news for marketers, we found that, generally, marketers are making an impact, which the responses below validate. While some studies say that consumers don't trust advertising, when we asked, consumers' general sentiment was positive:
- 84 percent of respondents said they either enjoy and/or find value in marketing and advertising.
- 34 percent of respondents said that they either loved or liked receiving marketing and advertising.
- 53 percent of respondents said that they "occasionally" find value in the advertising/marketing that they see.
- 13 percent of respondents said that marketing and advertising "really bugs me" a lot of the time.
However, taking a deeper dive, we asked our survey participants how many times advertising made them curious and how many times they actively sought more information to satisfy that curiosity. (Advertising was defined as TV commercials, in-store marketing, magazine advertising, billboards or any other advertising method that a brand may try to communicate offers.)
We asked respondents how many times they were more curious after seeing a product advertisement:
- 49 percent of respondents said they were one to nine times more curious about a product or service after they'd seen an advertisement.
- 21 percent of respondents said they were 10 times to 24 times more curious.
- And, the remaining 30 percent said they were 25 times to more than 50 times more curious.
We then asked survey respondents when their curiosity was piqued, what percentage of the time they would actively seek additional information:
- 30 percent of respondents said they would seek additional information 1 percent to 19 percent of the time.
- 18 percent of respondents said they would seek additional information 20 percent to 39 percent of the time.
- 21 percent said they would seek additional information 40 percent to 59 percent of the time.
- And, the balance of respondents (31 percent) sought additional information more than 59 percent of the time.
Extrapolating the results, nearly half of respondents actively sought more information less than 40 percent of the time ... meaning, marketers are missing golden moments of opportunity to satisfy consumers' curiosity (and, possibly, convert those curiosities to sales). This tells us that advertising and marketing is generating interest, but many of those who are interested walk away without satisfying their curiosity (absent an immediate way to do so, like with a mobile activator.)
Per the survey results:
- 60 percent of respondents said that they immediately wanted something more one to nine times after seeing an advertisement.
- An additional 13 percent said they wanted more 10 times to 24 times.
- And, finally, 27 percent said they wanted more over 25 times.
Yet, those same respondents, when asked what percentage of the time they actively sought more information:
- 33 percent said they sought more information not at all or only 19 percent of the time.
- Another 15 percent said they sought more information only 20 percent to 39 percent of the time.
- 18 percent said they sought more information 40 percent to 60 percent of the time.
- The balance of 33 percent said they sought more information more than 60 percent of the time.
Similar to the first results about whether they acted on their curiosity, a large number of the respondents didn't act even when they had a desire for more information.
We call it a "mobile miss" when a brand solution doesn't satisfy the consumer in all of these moments. You have everything lined up to work. You have the plays, the talent and the discipline. But, even with everything in place, there still a miss. You have the right media, a carefully designed advertisement and a compelling package or direct mail piece. You've caught the consumer's eye. You have a message that piques their interest. And yet, you still miss being able to do anything for consumers in their moment of need.