Almost half of Americans feel ignored by advertisers, finds new study

A new study from iHeartMedia and bestselling author Malcolm Gladwell’s Pushkin Industries finds that 44% of Americans feel ignored by advertisers — underscoring the differences between a large group of consumers and the values of marketers trying to reach them with products and services, reports Inside Radio.

The findings, continues Inside Radio, “also offer insights designed to aid marketers in avoiding their own biases and better understanding and serving key audience segments.

“The report, for example, cites research showing consumers are much more likely to enjoy hunting, fishing and buying lottery tickets — while marketers are more likely to choose pickleball and tennis.”

“We marketers have more data at our fingertips than ever before, yet almost half of American consumers are feeling ignored,” said Gayle Troberman, CMO, iHeartMedia. “As marketers, we have to be careful not to let our personal perception guide our marketing decisions. This study lays out where our perception matches the marketplace and where there are major differences — so we can use that information to make new and better decisions about maximizing the appeal of our products to all consumers, not just those who align with our own perceptions and values.”

According to the study, 72% of consumers don’t want to patronize brands that make them feel ignored, and three-quarters say they’d even pay a bit more to bolster brands that share their values.

More here,