Engagement with ad campaigns plummets as marketers lose focus
Posted by Neil Davey in Customer experience, Marketing on Fri, 05/08/2011 - 01:05
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Customer response to cross-channel advertising campaigns has nosedived according to a new report, as marketers have been trying too hard to look “clever” rather than taking a pragmatic approach to campaigns.
According to a survey by the Fournaise Marketing Group, customer responses fell by an average of 19% across 20 global markets year-on-year in the first half of 2011.
Response fell the most in mature markets such as the US and Europe (23%), but developing markets such as China also experienced decreasing customer engagement with advertising (16%).
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