Current digital marketing techniques are failing to win over customers, a new report warns.

Published by London-based tech firm Ogury, The Reality Report examines the attitudes of over 287,000 mobile users towards marketing and data, and suggests that current practices of digital marketing fail to provide value to users and could endanger organisations’ long-term prosperity.

Fifty-two percent of respondents agree that intrusive or irrelevant messages give them a poor opinion of the app or website that hosts these messages, while only 25 percent of UK respondents believe that targeted messages are useful.

Wider market data suggests that the majority of mobile  ads are served by Big Tech companies, otherwise known as the walled gardens. These technology behemoths have access to an incomparable mass of user data, enabling them to target users with relevant messages. However, nine out of 10 UK users find targeted marketing messages annoying, even though 13 percent out of the 88 percent find them also useful.

Thomas Pasquet, Ogury’s co-founder and co-CEO, said: “If users feel any form of intrusion, they will be annoyed regardless of the relevancy of the message they receive. Therefore, brands and publishers should always offer consumers clear and fair choices: accept anonymous data to be collected to receive customised marketing; opt-out from sharing data and therefore receive irrelevant ads; or pay a fair price in exchange for a marketing free and data collection free environment.”    

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