New research released by GroupM, WPP’s media investment group, offers important insights for marketers about consumer attitudes toward digital marketing. Consumer Trust in Digital Marketing, which surveyed nearly 14,000 consumers in 23 countries, uncovers consumers’ concerns with digital marketing and suggests important considerations for marketing on digital platforms:
- On average, two times more consumers say TV ads provide a more positive impression of brands than common digital formats.
- 6 in 10 consumers say they are less inclined to use a product if their data is used for any purpose.
- 56 percent of consumers want more control over their data.
- 64 percent of consumers would have a negative opinion of a brand next to inappropriate content.
Against the backdrop of newsworthy security and privacy issues across the globe, the research revealed that consumers react more positively to television advertising and that more than one-third of consumers (37 percent) feel digital ads are too intrusive. With this, marketers need to focus on using the right digital platforms to reach consumers, to be transparent about how data is gathered and used, and to think holistically about the many media venues where they can build consumer relationships.
“With pervasive reports of data security and privacy missteps, consumers are increasingly wary of information gathering about them as they move online,” said Christian Juhl, Global CEO of GroupM. “Media has evolved dramatically and it’s crucial the industry work collaboratively to make advertising work better for people around the world. As marketers, it’s our responsibility to ensure that we are using consumer information responsibly and transparently.”