One of this blog's main themes is the rise of the new powerful Digital Consumer.
Judging by the tone of their latest research it seems that the respected US research house Yankelovich Partners is too.
The report states that in the US 69 per cent of consumers are interested in products and services that allow them to block, skip or opt out of advertising and marketing messages.
However, it seems that this does not mean that consumers are not interested in finding out about new products, they just want to do it in a different way. 61 per cent say that in exchange for no advertising, they would be prepared to do more research themselves to find out what's on sale.
Yankelovich's research poses that the answer might be to recognise that, 'consumers now want immediate value (in the form of information, entertainment or compensation) from the ad or the marketing itself, not the promise of value in a product or a buy". Or as Yankelovich President puts J Walker Smith it means, 'putting consumers in control'.
'If your marketing was a product in its own right, would anyone think it valuable enough to buy ?', Smith says. 'Devising a suitable business model seems more sensible than continued saturation'.
This is the first report about the Digital Consumer this blog has seen.
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