Ad noise can drown brand loyalty, says CMO Council study

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Marketers often cite cutting through the clutter as the goal of a new campaign — but how many of those messages are perceived as clutter themselves by consumers?

According to a poll from the Chief Marketing Officer (CMO) Council and InfoPrint Solutions Company, 41% of consumers say they would consider ending a brand relationship due to irrelevant promotions, and another 22% say they would definitely defect from the brand for that reason.

One example of irrelevant promotions can be tied to wasteful marketing. Nearly three quarters of consumers have received promotions for products they have previously purchased from the company. Only 6% of consumers said the loyalty program mail they received was well targeted and 46% of those surveyed said they unsubscribe to e-mail promotions because they are not relevant to their needs.

Perception of promotional mail is high, with more than 64% of consumers reporting that they receive e-mail promotions and “junk mail” more frequently than any other type of mail. Forty-one percent said they open promotional e-mail, while 23% said they open junk mail.

Direct mail was preferred slightly over e-mail according to the survey. Fifty-one percent of consumers said that they prefer traditional mail while 44% prefer e-mail.

A CMO Council representative could not be immediately reached for comment.

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