SAN MATEO, Calif., June 22, 2015 /PRNewswire/ -- In a recent survey
of more than 2,200 consumers worldwide, 63 percent of respondents
said that they are highly annoyed by the way brands continue to
rely on the old-fashioned strategy of blasting generic advertising
messages repeatedly. The poll, conducted by Marketo, Inc. (NASDAQ:
MKTO), found that the two things brands should do to make
advertising more appealing to their audience were to 1) show ads
less often, and 2) make the content more personalized and relevant
based on consumer behavior across other channels and
interactions.
In addition, 78.6 percent of consumers said they are only likely
to engage with a brand using coupons or other offers if those
promotions are directly tied to how they have interacted with the
brand previously. This can include sending offers via email, mobile
or social media after they have visited a brand's website or
tailoring communications based on products viewed or purchased. The
poll was conducted in the United
States, United Kingdom,
France, Germany and Australia.
These results are proof of the challenges that companies face
when trying to consistently engage their customers across a wide
range of digital channels. For years, campaigns have been
crafted in isolation, often designed in silos with a specific
digital channel in mind. For example, messages delivered to a
consumer through a digital advertising campaign on Facebook often
are not at all connected or consistent with her prior interaction
with the company's website, emails, or other programs. As a
result, it has been difficult for companies to have a two-way
conversation with individuals with a single brand voice no matter
where they are. To make matters worse, customers – flooded with
thousands of marketing messages per day – have become increasingly
frustrated with brands' inability to connect with them based on
their interests, likes, or dislikes.
Earlier this year, marketing automation and software leader
Marketo introduced a solution that helps brands tailor their
digital advertising to an individual's behavior, allowing the
messages to be customized based on the actions a person takes
across a variety of channels, making it part of a single,
consistent conversation.
Marketo's Ad Bridge solution allows brands for the first time
ever to connect their customer data with ad-buying platforms to
deliver targeted and personal ads across channels including the
web, email, mobile and social media. Advertising is no longer
a tool solely for attracting a buyer's attention but to nurture
them through the buying process by delivering the next right
message at the right time. By bringing together Marketo's
engagement marketing data with ad tech solutions, marketers can
effectively and finally bring an end to interrupt-driven
advertising – and, in the process, regain the attention and
engagement of their consumers.
To find out more about Ad Bridge, visit:
http://www.marketo.com/software/marketing-automation/ad-bridge/.
About Marketo
Marketo provides the leading marketing software and solutions
designed to help marketers master the art and science of digital
marketing. Through a unique combination of innovation and
expertise, Marketo is focused solely on helping marketers keep pace
in an ever-changing digital world. Spanning today's digital,
social, mobile and offline channels, Marketo's Engagement Marketing
Platform powers a set of breakthrough marketing automation and
marketing management applications to help marketers tackle all
aspects of digital marketing from the planning and orchestration of
marketing activities to the delivery of personalized interactions
that can be optimized in real-time. Marketo's applications are
known for their ease-of-use, and are complemented by the Marketing
Nation®, a thriving network of more than 400 third-party solutions
through our LaunchPoint® ecosystem and over 50,000 marketers who
share and learn from each other to grow their collective marketing
expertise. The result for modern marketers is unprecedented agility
and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing
partner to more than 3,950 large enterprises and fast-growing small
companies across a wide variety of industries. For more
information, visit www.marketo.com.
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SOURCE Marketo