The Value of a “Like”Not surprisingly, the majority of the study’s respondents use social media. More than half of the respondents said they are communicating their personal tastes and interests when they “like” a brand or product and 43% explicitly state they are recommending that product to their friend and families. Yet, 53% wish there was a dislike button to express their unhappiness with a product. Still, the “likes” get attention, with 29% of consumers commenting that “likes” encourage them to “check out” a product. Only 2% say it drives them to makes a purchase. Companies investing in branded social media sites and activities are also facing an uphill battle, with just 2% of respondents believing information about a brand from a company’s social media site is credible. While Strategic to Business, Marketing is Least Valued Profession When asked to consider the value of marketing, more than 90% of consumers and marketing professionals agree that it is strategic to business and nine out of ten also recognize that marketing is paramount to driving sales. Yet, advertising/marketing ranked below nearly every other profession, including banker (32%), lawyer (34%), and actor/actress (13%) by consumers. And when asked if marketing benefits society, only 13% of people agreed. Furthermore, the majority of respondents think that most marketing is “a bunch of B.S.” (53%). Lewnes continued, “Marketers are some of the most creative people in the world. Now that we have data insights to back up instinct, these outdated perceptions of marketing are going to change. When marketing is personalized for the consumer – and online experiences are rewarding – the impact on brands’ bottom line is going to be huge.” About Click Here: The State of Online Advertising Study The data points referenced above come from a study commissioned by Adobe, produced by research firm Edelman Berland and conducted as an online survey among a nationally representative sample of 1,000 adults, 18 years or older, and 250 professional marketers in the United States. Interviewing took place from October 8 to 16, 2012. The margin of error is +/-3% for consumers and 6% for marketers.
For more information on the research results visit Click Here: The State of Online Advertising Study and Click Here: The State of Online Advertising Infographic. An animated infographic is available for viewing here.Adobe also unveiled a new marketing campaign and outlined the Adobe Marketing Cloud ( see separate media alert). Join the conversation via Twitter at #MetricsNotMyths. About Adobe Systems Incorporated Adobe is changing the world through digital experiences. For more information, visit www.adobe.com. © 2012 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50452260&lang=en