| Latest CRM News |
| Research Reports |
| Products & Services |
| Business Deals |
| Corporate Orders |
| Corporate Performance |
| HR Watch |
| Submit your Story |
 by Document Type |
| Academic Papers |
| Articles |
| Case Studies |
| Presentations |
| White Papers |
| Research Reports |
| by Industry |
| Finance |
| Retail |
| Telco |
| Government |
| Healthcare |
| Utilities |
| Submit your Document |
| Editorial |
| Highlights |
| Experts Corner |
| Experts Panel |
| Ask the Experts |
| Books |
| Free Membership |
| Corporate Membership |
| CRM Software & Systems |
| Professional Services & Consultants |
| Analyst Groups & Research Services |
| Resources & Associations |
| Exhibitions & Conferences |
| List your Company |
| Home | | News | | Events | | Careers | | Library | | Topics | | Members | | Vendor Directory |
Marketers Must Change How They Appeal to Consumers
J. Walker Smith, President of Yankelovich Partners, presented this message and other findings from the study in a speech today at the 51st Advertising Research Foundation (ARF) Annual Convention. His message was simple - change marketing practices first, then change media.
"Marketers are mis-framing the debate about how to reconnect consumers," Smith said.
Resistance Persists
Consumers' negative opinions about marketing and advertising continue to persist, as originally uncovered in Yankelovich's groundbreaking 2004 Consumer Resistance Study and reconfirmed in the 2005 study. Nearly 70% still maintain that they are interested in products that enable them to block out advertising while 56% say they avoid buying products that overwhelm them with marketing and advertising. But 55% also said they enjoy advertising, which has increased from 47% last year. How can marketers leverage these positive feelings about marketing?
According to the study, the top three marketing practices that consumers want are:
- "Marketing that is short and to the point" - 43%
- "Marketing that I can choose to see when it is most convenient for me" - 33%
- "Marketing that is personally communicated to me by friends or experts I trust" - 32%
The least important marketing practices listed by consumers involve new media:
- Just 7% prefer "marketing that ties together traditional media with new media like the internet, PDAs or video games."
- Just 8% prefer "marketing that only uses new media like the Internet, PDAs or video games."
"Improvements in marketing practices are far more important to consumers than the greater dissemination of new media," Smith said. "To be clear, technology experiences - not media experiences - are now shaping what consumers want, but not because consumers need to be 'wowed' by technology. Consumers expect marketers to use technology to improve how they appeal to them."
The Face of Resistant Consumers
The study also unveiled the characteristics of market resisters. This group feels:
- Less interested by technology - 81% believe society is too dependent on technology.
- Less involved in the consumer marketplace - 80% consider shopping one of their least favorite activities.
- Little need for marketers - 80% consider the sale of email lists a serious violation of privacy.
- Value character, integrity and authenticity and tend to resist fashion and tech trends - 82% identify more with integrity than success.
"If marketers rely upon the latest fads and innovations to try to attract this group, they'll just meet with more resistance," Smith concluded. "Resisters can only be re-engaged with marketing that incorporates autonomy, balance and integrity. Forget about forcing technological advances on this group. Better marketing practices are the natural starting point."
