Advertising to consumers can be a tricky business, especially with a new venture that doesn’t know how to reach out to them. But according to a new statistics from marketing research firm MarketingSherpa, they have a good idea of what they want from advertising, and companies should take notice.
AdWeek compiled the marketing data into an infographic that indicates that people don’t really hate advertising as much as companies think. The report shows that only eight percent of respondents didn’t want to receive any sort of marketing, while more than one-third of those polled indicate that they prefer emails from brands through their smartphones when it comes to getting offers.
“This may be somewhat surprising to some, as when mobile marketing is talked about, email is sometimes not included,” said Daniel Burstein, director of editorial content for MarketingSherpa. “Buzzier topics like location-based marketing — iOS iBeacon, for example — and apps tend to get the most attention.”
The full infographic can be found below, but here are a few facts taken from it to sum up the report.
When it comes to preferred ways of receiving updates and promotions from companies:
- 54 percent of those polled prefer to receive emails they can access on their smartphones.
- 49 percent would subscribe to receive emails at a preset frequency.
- 38 percent would be open to visiting the company’s website for updates and promotions.
- 20 percent don’t mind following certain brands on social media for specials.
On the lower end of the spectrum:
- 9 percent would attend local events held by companies
- 17 percent would be open to getting text messages
- 15 percent stated they would download a mobile app offered by a company.
When it comes to discovering new products:
- 59 percent of those polled said that they would stick with in-store browsing,
- 57 percent would rely on word-of-mouth from friends, family and colleagues.
- 47 percent rely on search engines and offline advertising.
- 34 percent prefer offline advertising.
On the lower end, talking with a customer service representative at an eCommerce site (6 percent) and automated personalized product recommendations (10 percent) were less recommended.
When it comes to preferred methods of communication when away from a desktop/laptop computer:
- 47 percent preferred print ads.
- 37 percent said they liked emails through their smartphones.
- 24 percent listening to radio ads.
- Only 6 percent wanted a push notification from a company’s app.
- A mere 5 percent liked transit ads.
