Wondering what the best medium for launching your next ad campaign is? Should you stick to the tried-and-true methods like TV and print ads, or go social?
The 2015 Next Generation of Commerce study, from e-commerce and digital marketing agency Acquity Group, shows that consumers are conflicted about how often they want to see ads and what outlets they trust most.
Consumers ranked Facebook as the most trustworthy channel for content created by a brand or a company, more than newspapers, emails, TV and any other social network, according to the study. However, the study also found that TV and print advertisements are still the most influential in driving new customers, with social media ranking third.
This suggests that businesses and brands would do well to target customers on multiple platforms. In fact, 45 percent of consumers surveyed said that recognizing a brand from multiple media channels, such as TV, social media and magazines, makes them more likely to shop from that brand the next time they're in a brick-and-mortar setting, according to the study. Twenty-eight percent said they'd be more likely to shop from the brand online for the same reason.
But businesses should be careful not to advertise too much, either, as 60 percent of consumers said they see too many ads as it is.
If businesses can find creative ways to target their audience, however, they might find success. For example, 59 percent of consumers surveyed said they would be more likely to watch an online streaming TV series produced by a brand, rather than TV content produced by a traditional media company, if it meant they could avoid commercial interruptions.
The idea of social currency (e.g., exchanging social engagement for discounts) could be another effective way to reach consumers, especially when targeting younger generations. Twenty-eight percent of consumers ages 18 to 22 and 32 percent of consumers ages 23 to 30 said they would switch retailers if paying in social currency were an option.
The study, which was conducted by Acquity Group as part of marketing software and service provider Accenture Interactive, surveyed more than 2,000 consumers in the United States.