Nearly half of US consumers feel ignored by marketers

Do your customers feel like you’re giving them enough attention? Forty-four percent of Americans say they feel ignored by the media and most advertisers.

And it’s not that consumers aren’t hearing from brands. Part of the problem is they’re inundated with ads and worry about being tracked online. A full 67% of consumers said they hate being “trailed” by targeted ads. Seven out of 10 consumers said the ads are irrelevant despite being targeted.

These insights came from research by iHeartMedia in partnership with Malcolm Gladwell’s Pushkin Industries. Morning Consult, Advertiser Perceptions and Critical Mass Media also contributed to the research.

Why we care. It’s not only brand marketers who preach the importance of having a conversation with customers — the customers expect it, too. Both sides seek a connection that draws on shared values and beliefs. That means ensuring customers are approached with the right messages and ads, and knowing which customers are among the 44% that feel ignored.  

Out-of-touch marketers. Consumers are aware that marketers have data on their interests and purchases. Irrelevant ads show that marketers are out of touch with customers despite all the information they have.

That’s at least the premise behind the divide in iHeartMedia’s study, which surveyed 237 marketers and nearly 4,000 consumers in separate polls. For instance, it found that consumers seek approval and conduct research to make purchases of $100 or more, while marketers make purchases exceeding $1,000 without permission from others and in a matter of hours or days.

“Today’s consumers are acutely aware of their social and economic environment and hold higher expectations for the brands that target them, sometimes relentlessly, based on the very traits that define their individuality,” said Gladwell, in a release.

Consumer values. Consumers also show more interest in certain personal values than marketers do. Here is the breakdown of how many in each cohort find specific values of the utmost importance.

The proportion of consumers who find religion a “top important value” is twice as high as marketers (30% versus 15%). The disparity is nearly as great for “law and order” — 28% of consumers; 16% of marketers.

Opportunities. Brands that demonstrate they understand customers’ expectations and values can win over many customers who are, frankly, turned off.

Seventy-two percent of consumers said they don’t want to buy from brands that ignore them, and 75% are willing to pay more for brands that share their values.

The bottom line: Marketers need to pay more attention to customer values and preferences, so brands can take action. In a polarizing election year, it might even be worth the risk of weighing in on hot-button issues, if they align with your company’s values.

Dig deeper: Intense election ad buying could upend marketers’ holiday plans