LONDON, 4 August 2011 – The Fournaise Marketing Group, one of the global leaders in Marketing Performance Measurement & Management (MPM), measured that the cross-channel advertising campaigns it tracked for its Large, SME and Agency clients across all media (including traditional and online) in 20 countries worldwide generated 19% less customer response and engagement in the first half of 2011 compared to the first half of 2010.
Fournaise used its cloud-based Next Gen Demand Generation Tracking solutions Fournaise CustomerGenerator® and Fournaise Campaigns Performance SoftScore (F-CPSS™) to track the real-time ability of its clients’ cross-channel advertising campaigns to generate direct and indirect engagement with their target audience, and therefore their ability to generate incremental customer demand for its clients’ products/services.
Fournaise tracked that:
1) Advertising response fell the most in mature markets (US, Europe and Australia) at 23%. Developing markets like China and Southeast Asia were not spared and faced a 16% decrease in customer engagement with advertising
2) B2C and B2B ad campaigns were both affected: B2C struggled to generate incremental customer demand with a 20% fall in customer response and engagement rates, while B2B campaigns experienced an 18% decrease
3) Online ads continued their downward spiral and were 25% less effective than traditional ads for incremental customer demand generation – online display ads and sponsorships were particularly hit, with a 26% and 35% decrease in customer engagement respectively
Based on the critical campaign Performance-Tracking data and target audience analyses Fournaise fed its clients to help them take corrective actions, Fournaise identified 3 key reasons for this fall in customer response and engagement:
1) Given the global economic situation, consumers and businesses have been very prudent, conservative and pragmatic with their spending in the first half of 2011, and have been much less receptive to advertising messages
2) The advertising campaigns themselves were less effective: their appeal, value propositions and message relevance scored too low on their target audience in majority of the cases, and failed to drive more customers towards the products/services advertised
3) Marketers and their agencies continued spending too much of their time and money on building awareness through “creativity” and new media, instead of taking the pragmatic approach of focusing on the customer benefits and competitive strengths their products/services bring to their target audience
“At a time when CEOs and stakeholders are asking Marketing to achieve better results and a better Marketing ROI to get more customer demand, a 19% decrease in advertising response is alarming” said Jerome Fontaine, CEO & Chief Tracker of Fournaise.
“We noticed a real down-to-earth effort from ROI Marketers® to try to correct that trend. But we also noticed too many Traditional Marketers lost sight of the fact that the job of their ad campaigns is to generate customer demand
for their products/services, not to just look pretty and clever in the media” he added
About The Fournaise Marketing Group – The Marketing Performance Booster®
Fournaise is one of the Global Leaders in Marketing Performance Measurement & Management (MPM).
Their Technology Solutions Track & Boost the performance of any marketing strategy and any ad campaign, in any media (traditional, online and mobile), on any audience, anywhere in the world – automatically, seamlessly and real time.
They feed Marketers with the critical Marketing Performance Data they need to generate more customer demand for their products/services.
Fournaise’s solutions are used across 20 countries worldwide and 13 vertical industries by FORTUNE 500 companies, Large Corporations, SMEs and Advertising Agencies.
Fournaise’s Global Headquarters are in the UK, with operations in the US, Asia and Australia.