Advertisers to Address Drop in Campaign Effectiveness

With all of the new ways to creatively reach a target audience, marketers should be able to point to a rise in ad campaign responses and effectiveness. But that hasn’t happened, according to one research shop. And it may be the scattered use of so many different marketing platforms that is contributing to the problem.

Cross-​channel ad campaigns, measured in a number of different countries, and across new and traditional media formats, actually delivered a 19% drop in consumer response and engagement so far this year. These statistics come to us from The Fournaise Marketing Group which studied the topic and highlighted specific trends in advertising response:

  • In mature markets like the U.S. and Europe, response rates actually dropped 23% while developing markets experienced a 16% decrease.
  • B2C marketers recorded a 20% drop in customer response; B2B marketers saw an 18% decrease.
  • Online ads proved to be 25% less effective, compared to traditional ads, when generating incremental customer demand.

Jerome Fontaine, CEO & Chief Tracker of Fournaise, acknowledges that some of the ad industry ineffectiveness is linked to the general economic downturn. But that doesn’t explain everything. Fournaise says that marketers are not honing their value propositions and messages are not relevant enough. He urges marketers and agencies to refocus on the core message of their promotions – emphasizing customer benefits and competitive advantages – and spend less time being creative to attract attention. “The job of their ad campaigns is to generate customer demand for their products/​services, not to just look pretty and clever in the media,” notes Fournaise.

That may be true, but in a time of disruptive technology, marketers must also take risks to see what works as new formats become available or they risk losing market share to more aggressive competitors. Marketers are walking a fine line between old and new media as they roll out campaigns to increase sales.

[Source: Customer Response to Advertising Fell. FournaiseGroup​.com. 4 Aug. 2011. Web. 22 Aug. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.