After MarketingSherpa split 2,400 U.S. consumers into two groups to ask them about advertising companies they were either satisfied or not satisfied with, one thing was clear: people are skipping ads either way.
True, the unsatisfied customers were more likely to often or always disengage with every channel about which they were queried.
The news was better for satisfied customers, 33 percent of whom said they never or rarely unsubscribe from email, while only 13 percent of unsatisfied customers said the same. In other words, a satisfied customer is 154 percent more likely to stay on a company’s email list than an unsatisfied customer.
When it comes to online pre-rolls ads, “skipping ads” was one of the top ways customers disengaged overall. Fully 51 percent of unsatisfied customers skipped this form of online video marketing (third most chosen response), while 43 percent of satisfied customers did. Online ad blocking, which has become a major concern for the marketing and advertising industry, was the fifth-most frequently disengaged with channel (out of 12) according to consumers.
“This [data] means the successful marketer should think big,” said Daniel Burstein, Senior Director of Editorial Content at MarketingSherpa. “Yes, following best practices is important, but they are not enough to keep customers subscribed.”
There’s a bottom line revelation in the data, according to Burstein.
“There’s a commonality in the discoveries from this data,” he added. “Whether it’s working within your business to help satisfy customers or making sure you send only relevant information to those customers, putting your customers’ interests first will mean less customers will disengage with your marketing.”
To learn more about the study, click here.