In the U.S., it's the worst, with almost 40% being downright annoyed. That should be scaring the dickens out of brands - for all products and services, and in all sizes. After all, branding has been an major American marketing tool since P&G invented brand management back during The Great Depression.
The solutions Kantar TNS suggests will not be easy to implement.
One is to find out what motivates consumers. Too many marketing folks are inward -looking. They don't struggle enough to really know the consumers first-hand. Instead they tend to exist in a silo, buried under research reports.
Since they track us online all the time, instead of sending a commercial message, why not just ask me what I want in, say, a dental plan. The other night I hunted for information about such plans online. Within 90 minutes I was receiving ads. And, if they are going to take my time with questions, then provide me with a reward. That could be a $10 Starbuck gift card.
The second recommendation is to partner with influencers. You bet, that can be effective. We trust other humans more than we do disembodied commercial messaging.
The rub is that most brands, of all sizes, are clueless how to approach us influencers. Because of my three syndicated blogs, brands approach me daily. They tell me about how wonderful they are. In their pitch I am invisible. Both research and experience scream: Know what the influencer is all about and pitch to his or her self-interest.
A Washington D.C. public affairs agency was, I perceived, totally ham-handed in contacting me about following on my law blog the appeal "People of California v. ARCO." You bet, the folks there can count me out on that.
The third recommendation is to create content that engages. Too often, the commercial message is about them, not about consumers. There is no user interface. Engage us? Of course not. Marketing departments have to figure out the points of emotional, spiritual, and financial connection.
Reflection: Sometimes I wonder if the Great American Marketing Machine is sputtering.