New research conducted for the World Federation of
Advertisers (WFA) has identified the seven key ways that brand marketing is
most likely to annoy consumers.
Social media agency, We Are Social, conducted a detailed
analysis of English language Twitter comments about ads over the course of six
months in the context of Project Reconnect, the WFA’s flagship initiative to
better align brand and marketing strategy with people’s changing expectations
in the digital age. The goal was to help marketers identify acceptable versus
unacceptable behaviours with a view to identifying potential recommendations
and solutions.
The findings are based on analysis of 670,000 English
language Twitter mentions making negative reference to advertising in the six
months between August 2014 and February 2015. A random sample of 5,000 tweets
were analysed to identify key concerns.
The seven sins according to WFA are Ad malaise, interruption, incongruity, deception,
overkill, getting personal and dearth in quality.
Stephan Loerke, WFA Managing Director, commenting on the
results said; “the good news is that
there are 3m positive tweets compared to 2m negative ones. But it’s the latter we should focus on as
an industry. We are not blind to the fact that ads can be annoying, intrusive
and even be seen to contribute to social problems. Project Reconnect tries to
help marketers identify these problems and propose solutions so that they can
better align their strategies and executions with what people want and expect
of brands.”
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