Adobe has released an interesting infographic entitled the "Marketing Myth" that highlights some interesting bits of research. One finding I found especially interesting is that 53% of people want a dislike button. This happens to be one of the #1 complaints my father in law, who recently joined Facebook to see pictures of our kids, mentions most often.
In his words:
"I'm tired of looking at people's food and pictures of their pets on Facebook. Why isn't there a dislike button or a Wilf thinks this is stupid button?"
Yes, the father in law. A beacon of knowledge and refreshing frankness (ok perhaps not when he's lecturing me about products being made in China, but the rest of the time).
Other results from their research indicate that 69% of respondents use social media, a number that certainly seems to be on the rise while only 29% stated that "Likes" drive them to check out products. Even more disturbing for those that use Facebook as a marketing tool is the fact that only 2% say that these "likes" inspire them to purchase a product.
I'll be honest, I've never been a huge Facebook fan. I personally find the site is too out to make money, especially since they started to charge to expose content to people who've liked your page. This research just makes me more convinced that something needs to change.
Here's a video they produced to share the results of their research into how people view marketing / marketers:
Obviously, Adobe is determined to change this perception and to do that, they've launched a Metrics, Not Myths campaign. Here's a link to Adobe's Chief Marketing Officer, Ann Lewnes response to these results.
I find this type of research refreshing personally and think Adobe is on the right track to flag the issues at hand for marketers and give them ways to react accordingly. This amusing video demonstrates exactly what one of the main problems is, a lack of clarity:
I, for one, find it refreshing that Adobe is poking fun at how some marketers tend to use buzz words and phrases to make points that nobody truly ever really understands. Is that really what we want to achieve as marketers or do we want to transmit a clear message that the consumer understands? I think the latter. What do you think? Join the conversation with Adobe on Facebook or via Twitter using hashtag: #metricsnotmyths
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Mike Johnston Author
I am the guy behind CMS Critic. When not traveling, I am based out of Edmonton, Alberta, Canada where I live with my beautiful wife and kids. I provide business consulting, brand management services, web development & design, and consulting (CMS, CXM). I can also be found speaking at conferences and am successfully enjoying life as a Canadian entrepreneur.