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May 05, 2005
Are customers letting your marketing in or shutting it out?
Yankelovich, a consumer market research firm, has announced results of its 2005 Marketing Receptivity Survey, and it isn't pretty for advertising:
* Nearly 70% of consumers say they are
interested in products that enable them to block out advertising
* 56% say
they avoid buying products that overwhelm them with marketing and
advertising
* Paradoxically, 55% say they
enjoy advertising, which increased from 47% in last year's survey
How can marketers leverage positive
feelings about marketing?
* Marketing that is short and to the point: 43%
* Marketing I can choose to see when it is most convenient for me: 33%
* Marketing that is personally communicated to me by friends or experts I trust: 32%
Of course, the last item is key: Marketers should understand how their products, services and marketing generate word of mouth.
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