Skip to main content

Why your Marketing Budget Allocation is Madness


eMarketer reports that the Web and its meritocracy for content publishing has put more power into the hands of consumers and business buyers. They can easily conduct their own product research, get advice and read reviews from peers, and share their own perspective.

According to a market study by marketing services company Alterian, this apparent transformation has led to increasing public skepticism and cynicism of many traditional marketing practices.

Rather than simply trusting experts or putting faith in brands, Internet users expect to do their own research and comparison shopping using many different "more trustworthy" sources.

Nearly every respondent to Alterian's survey did their own research and comparisons before a purchase at least sometimes, and 71 percent said they looked for as many information sources as possible to verify their findings.

Friends and family were most likely to be trusted for advice, while advertisements and other carefully crafted marketing messages from companies were deemed to be least trustworthy.

A recent market study from marketing agency Jack Morton supports the picture of shoppers putting together online and offline information sources rather than accepting what they are told by those with an obvious vested interest or other apparent bias.

The top three sources that influenced purchase decisions for U.S. Internet users were friends and family sought out for their opinion (53 percent), friends and family who offered their opinion (49 percent) and objective online research (49 percent).

Alterian advises marketers to recognize these empowered consumers as individuals. Traditional broadcast messages are wasted effort, but targeting Web users who feel in control of their own relationships with brands -- through trusted channels, such as social media -- could be much more effective.

For example, while just 16 percent of respondents overall thought companies were "genuinely interested in them," that proportion more than doubled among those involved in social media activities. This begs the question, why do most marketers continue to spend the majority of their budget on traditional advertising?

They say the definition of madness is doing the same thing, over and over, and hoping for a different result. So, how mad is your current marketing budget investment strategy?

Popular posts from this blog

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p

Precision Medicine Spend to Reach $132.3 Billion

Precision Medicine uses molecular info to extract the optimum medical method from diagnostic protocols, by merging the impact of environmental and genetic factors. Data access is essential, with genetic metabolic and clinical data used to build a fuller picture of a patient's biology. Moreover, the primary aim of precision medicine is to design and optimize a pathway for diagnosis, therapeutic intervention, and prognosis, using large biological datasets. Personalized, evidence-based medicine uses stored health data, which includes patient diagnosis, laboratory work, insurance claims, and demographic information. The results enable healthcare providers to predict and prevent some illnesses. Precision Medicine Market Development According to the latest worldwide market study by Juniper Research, the total investment in precision medicine will reach $132.3 billion globally by 2027 -- that's increasing from only $35.7 billion in 2022. The significant market growth of 270 percent is