Marketers Say Traditional Media More Effective than Online

by | 2 minute read

It’s sur­pris­ing when an enter­prise that plays a big role in online mar­ket­ing releas­es a report show­ing newspaperreaderthe strengths of tra­di­tion­al media. That’s what hap­pened last week when Adobe pub­lished its State of Online Adver­tis­ing Report. Sur­veyed con­sumers and mar­keters both say that tra­di­tion­al news­pa­pers and TV are best for adver­tis­ing. An in-depth look at the report sug­gests there’s a lit­tle more to the sto­ry.

In the U.S., 45% of con­sumers and 42% of mar­keters rate news­pa­pers and TV as tops for adver­tis­ing.  About 30% of U.S. con­sumers say online adver­tis­ing isn’t effec­tive with 54% say­ing the same for Web ban­ners. Only 16% of mar­keters are will­ing to agree that online adver­tis­ing doesn’t work but 33% do think that Web ban­ners are use­less.

Why do con­sumers say that online adver­tis­ing doesn’t work? This is a ques­tion that should con­cern com­pa­nies that are mov­ing their bud­gets to dig­i­tal. For the most part, con­sumers accept that adver­tis­ing is nec­es­sary. 41% believe mar­ket­ing helps com­pa­nies sell and 39% say the mes­sages inform them of what’s avail­able.

But con­sumers also appre­ci­ate being enter­tained when they have to see an ad. 73% want ads to tell a unique sto­ry. Anoth­er 51% agree that beau­ti­ful adver­tis­ing is more effec­tive. These sta­tis­tics sug­gest that con­sumers want to see more story-telling and beau­ty in online cam­paigns.

Anoth­er trou­bling sta­tis­tic for dig­i­tal is that  46% of con­sumers believe “online adver­tis­ing is creepy and stalks you.” Despite under­stand­ing that free online access to con­tent requires giv­ing up per­son­al infor­ma­tion, con­sumers don’t like the idea. Over 80% do not want to reveal their social secu­ri­ty num­bers and they don’t want infor­ma­tion being shared with a third par­ty.

Big data may be a big solu­tion for mar­keters who are eager to sell their goods and ser­vices to con­sumers, espe­cial­ly in a per­son­al­ized pitch. But not all con­sumers are ready to join this par­ty, so mar­keters might want to tweak their online efforts to deliv­er a sto­ry or anoth­er form of enter­tain­ment to their tar­get audi­ences.

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.