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Are consumers listening or paying attention to advertising and marketing messages?

“It is as useless to try to sell a man something until you have first made him WANT to listen… as it would be to command the Earth to stop rotating.”
Napoleon Hill, Laws of Success

Napoleon Hill was saying it’s impossible to sell something to a person that’s not paying attention. So, as it relates to your ability to attract new customers and grow your business, you should ask the following two questions:

  1. Are consumers paying attention to your advertising and marketing messages?
  2. Are your advertising and marketing messages making consumers want to listen?

What we learned from 10,000 local consumers:

  • 83% - said finding trusted local businesses through advertising and marketing was increasingly difficult.
  • 79% - said finding quality information from advertising and marketing was a challenge.
  • 72% - felt that advertising and marketing messages were often irrelevant because most said the same things.
  • 68% said it was nearly impossible to make the right choice.
Localloop Research

What we learned from 2,000 local business owners:

  • 73% agreed that most of their advertising & marketing messages weren’t targeted or relevant to a specific or target customer.
  • 77% said their advertising & marketing tactics are less effective in today than 5 years ago.
  • 85% agreed that, as consumers, they didn’t pay attention or find much value in advertising and marketing messages.
  • 88% said they were looking for better, more affordable ways to generate profitable leads.
Localloop Research

National research study supports Localloop findings

Since 1958, Yankelovich, has been the preeminent authority on identifying consumer attitudes and the future of marketing. For over four decades, the study of consumers and the practice of marketing have been profoundly influenced and led by advances introduced by Yankelovich.

As indicated below, Yankelovich’s research parallels and support our research:

Consumer perception of advertising and marketing:

  • 59% feel most advertising & marketing has little relevance to them.
  • 60% have a more negative opinion of advertising and marketing than 5 years ago.
  • 65% feel constantly bombarded by advertising and marketing messages.
  • 69% cite aggressive advertising and marketing tactics as the chief factor that undermines their trust in businesses.
  • 69% are interested in products and services that would skip or block advertising and marketing
Yankelovich Research

All of these statistics make it clear that small businesses must change their methods in order to communicate and market to their customers in a respectful, effective and profitable way. If they don’t, the research above clearly shows that consumers will simply turn away with the click of a mouse and find a business that communicates in a way that makes them want to listen.