Major UK brands are slow to use online advertising

Redshift Research reports that major UK brands are not proving to be effective with their online advertising.

66% of corporations say they know that consumers are not as persuaded as they once were by traditional advertising and 76% of them believe that online advertising is more effective than TV and print.

83% of media companies believe that email and SMS are more effective than traditional advertising and 87% of them say online advertising is superior. 77% of corporations agree.

Regarding their reluctance to embrace more online advertising, 40% say that budget constraints are an issue and 28% say lack of experience is the barrier.

While 60% of companies think that a single data base would assist them with sales and service, only 35% have this facility.

50% of daily media consumption is now digital.

41% of consumers chose the Internet as the medium they could not live without.

Only 62% of TV is now watched in real-time.

75% of the UK population rarely watch TV adverts.

The lesson is very clear. Those businesses who adapt to the new online marketplace will succeed at the expense of those who don’t.

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