Marketers appear to have less value for many of the most commonly used traditional and digital media than consumers do, according to a new study that simultaneously surveyed separate panels of brand marketers and consumers.
The study, which was fielded in February by customer data platform BlueVenn, found a poll of 2,000 U.S. consumers put much greater stock in all media — especially email, Facebook, in-store, mobile apps, TV, phones, newspapers, SMS, radio and TikTok, than marketers do in terms of how effective they are in engaging consumers with brands.
The only media where consumers and marketers are near parity are YouTube and LinkedIn. And the only one where brand marketers actually place greater value than consumers is direct mail.
“The discord between consumers and marketers has left businesses struggling to adapt,” Upland BlueVenn Vice President-Marketing Anthony Botibl writes in the introduction to the aptly titled “Digital Divide: The Discord Between Marketers’ Actions and Consumers’ Behaviors” report.
“Many have resorted to simply doing more of the same; sending more emails, displaying more ads, running more discounts. And yet, consumer expectations are high, and many brands are missing out on sales by delivering experiences that consumers either don’t want or don’t see.”
Not surprisingly, given the notable disconnect, one third of the consumers said they don’t feel brands understand their needs (see below).