Report: Customers and Marketers Disagree on Effectiveness of Campaign Integration

New research shows that while marketers may think that their ad campaigns are substantial and effective, customers have different feelings on the matter.

Kantar Millward Brown recently published its report titled, “AdReaction: The Art of Integration,” which looked into how marketers navigate various ad formats to deliver integrated campaigns. The results found that while 89 percent of marketers believe their campaign strategies are integrated, only 58 percent of customers agree.

“Consumers feel overwhelmed by advertising from all angles while marketers struggle to make the most of ad formats and channels to best reach consumers, and the latest AdReaction report unveils a disconnect between how marketers and consumers perceive campaign success,” said Duncan Southgate, Global Brand Director of Media and Digital at Kantar Millward Brown.

Focusing on delivering a strong, centralized campaign idea can help marketers see more favorable results. Campaigns with a central idea perform 64 percent better across all brand KPIs.

How Personalization Can Enhance Marketing Campaigns

Marketers can take their campaign initiatives one step further by focusing on personalization, which may help advance customer relationships, according to previous research.

The “2017 Trends in Personalization” report from Evergage discovered that 96 percent of marketers believe personalization advances customer relationships. Approximately 88 percent of respondents claim that their customers now expect a personalized experience from them.

Nearly 73 percent of marketers said they believe that personalization should be a larger priority at their organization. About 46 percent had plans to increase their budget for it within 12 months.