Direct marketing specialists, Skyline Marketing have revealed their surprise that TV advertising spending continues to soar even as customers specify they enjoy more personalised marketing techniques.
Skyline Marketing outline how consumers have changed the way they view television, with many choosing to watch online catch up channels, Netflix and recorded through platforms such as Sky+. Therefore, many consumers are able to fast forward or skip adverts meaning they are exposed to less marketing.
Therefore, Skyline Marketing find it hugely surprising that businesses are increasing their spending on TV advertising. The firm discovered that TV advertising hit record levels of £5.27bn in 2015. According to recent statistics, online businesses are now the second biggest TV advertisers, investing more than £500m in TV in 2015 – an increase of 14% compared to 2014. Google, Facebook and Netflix spend in excess of 60% of their marketing budgets on TV advertising.
However, with many consumers skipping TV ads as well as expressing a desire for a more personalised interaction with their favourite brands, Skyline Marketing believes that television advertising is not the way to go. Despite large names upping their TV marketing budget, Skyline Marketing believe that customers want human interaction.
Skyline Marketing highlights how the personalised form of direct marketing that they use to connect with consumers is a far superior marketing form as it offers consumers the personalised experience and human interaction that they desire. By connecting with consumers through unique, face-to-face marketing campaigns Skyline Marketing are able to truly get to know each consumer individually, therefore understanding their needs better and being able to offer the most suitable product or service. This marketing method also allows the firm to answer any queries directly without the consumer having to wait on a response from customer service teams.
Skyline Marketing is an outsourced sales and marketing firm based in Liverpool. The firm specialises in a personalised form of direct marketing, which allows them to connect with consumers on a face-to-face basis on behalf of their clients’ brands. This one-to-one connection with consumers allows the firm to establish long-lasting and personal business relationships between brand and consumer. This often leads to increased customer acquisition, brand awareness and brand loyalty for their clients.
Skyline Marketing believe that businesses should aim to offer a more direct and personalised marketing approach as this is what consumers desire, as opposed to TV marketing which targets a wider and less personalised audience.