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Consumer trust in traditional advertising declines in UK | News | Research

A new study reveals that most forms of advertising and communication have seen a decline in trust among UK consumers in the last two years.

Sourced through Scoop.it from: www.research-live.com

Perhaps unsurprisingly, personal recommendations are the most trusted form of communication at 81%. Worryingly, this is the only form trusted by more than 60% of respondents.

Nielsen’s EVP of marketing effectiveness for Europe, Terrie Brennan says "While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work – they don’t generate awareness or drive any lift in purchase intent,…More than ever, consumers are in control of how they consume content and interact with brands, so understanding ad resonance across screens is now the only way to successfully drive memorability and brand lift.”

See on Scoop.itMarketing research and why it matters

The Choice Ahead Regarding Digital Technology by John Hagel | Drucker Society Europe Blog


Sourced through Scoop.it from: www.druckerforum.org

Very good piece by John Hagel on the paradoxes that we are faced with as humans regarding digital technology. Thought provoking.

He concludes "It will be up to us to ultimately determine how we use that digital technology. Will we use it to narrowly squeeze out all inefficiency in the work we do? Or will we use it to catalyze and amplify the imagination that makes us uniquely human and that could identify entirely new avenues to create fundamentally new sources of value?"


See on Scoop.itCambridge Marketing Review

76% of marketers ‘track effectiveness incorrectly’ | News | Research

Analysis from the Fournaise Marketing Group suggests that most marketers are using the wrong KPIs to track and measure effectiveness and ROI.

Sourced through Scoop.it from: www.research-live.com

Ouch. Very concerning research here. Another level of vanity metrics are being used by marketers, according to the Fournaise Marketing Group – awareness and engagement. As the research claims these are nothing without ‘…action that has a positive impact on the company’s top and/ or bottom line’. Proof, if any were needed, of the importance of measuring marketing performance with financial metrics to establish effectiveness. The lack of attention to customer value propositions – 74% of marketers in the analysis by Fournaise,  is worrying too.

See on Scoop.itMarketing research and why it matters