There's an interesting quandry when asking for feedback via a survey versus collecting actual behavior. If you ask any consumer if they like advertising, a select few may jump up and down about how they can't wait for the next ad to popup on Facebook or the next commercial during their favorite television show. I've never actually met that person…
The reality, of course, is that companies advertise because it works. It's an investment. Sometimes the investment is long-term in brand awareness and reach where a direct return on investment isn't expected. Other times, it's a strong campaign… perhaps a discount… which should drive immediate response. While consumers say they don't like advertising, and may avoid advertising, they still react when the advertising is relevant to their interests or demands.
That's just a word of caution when analyzing survey response. The results of this survey from Acquity group does a great job of comparing consumer reaction on new media channels compared to traditional channels. Facebook, for instance, is nearing the authority of newspaper advertising. However, TV and Print still own the market for driving new customers with branded content.
I've always said that consumers don't go to Facebook to make their next purchase, so I don't doubt that there's not much appreciation for sponsored content there – although discounts may be effective. In other words… consumers really don't care about entering a personal relationship with your brand – just give them a deal if they do.
Acquity Group, part of Accenture Interactive, surveyed 2,000 U.S. consumers on their expectations for brand engagement in a changing commerce landscape. They examined their habits and preferences surrounding digital engagement, shopping and services to discover trends that will impact brands in 2015 and beyond.
The opportunities, in my opinion, are leveraging your customers' demand relevance and response. If consumers see that engaging with a brand will get them what they want and when they want it, they'll sign up!
Download the full report – Acquity Group, 2015 Next Generation of Commerce Study.