An international survey revealed that people have more faith in printed information than in their digital equivalents.
The survey found that online marketing is viewed negatively by the majority of respondents and that the majority of people do not pay attention to advertisements online. The UK has the highest proportion of respondents who do not pay attention to online adverts.
In addition, the survey found that most people ﬁnd online ads both annoying and not relevant.
In addition, ad-blocking is a major issue for both advertisers and website owners as the majority of respondents reported that they do their best to block or avoid online ads.
The survey also revealed a signiﬁcant lack of trust in online advertising and the majority of people do not trust many of the ads they see online. The increasing use of ‘intelligent’ advertising whereby adverts for a product appear in unrelated websites after you have searched for that product elsewhere is fuelling this mistrust as people believe that ‘big brother’ is watching them.
Leaflet Distribution is alive and well
The survey showed that people tend to pay more attention to messages and advertisements in printed leaﬂets than messages and advertisements delivered through emails means. This means that a well designed leaflet supported by a highly targeted distribution has the potential to be more effective than its digital equivalents.
The introduction of the new GDPR regulations also impacted upon the ability of marketeers to contact people directly, either electronically or my ‘snail mail’. Leaflet distribution is not subject to any GDPR regulations so a highly targeted leaflet distribution campaign can be a highly effective way to attract new customers.