Research published by Onva suggests that British businesses have failed to adjust their advertising methods to the needs of the “recommendation generation”. The research shows that 70 per cent of consumers are more likely to buy a product or service on the back of a personal recommendation or online review, while only 10 per cent buy products in response to advertising campaigns.

“Its clear that British business is trapped in a 1960s time warp. Consumers want to be listened to and involved in a brands future and all they get is an expensive diet of advertising. Its evident that marketing budgets are not split accordingly.” says Matt Manners, managing director of Onva. “They might have moved online or to social media but the technique is still the same; tell customers what to think and continue to throw money at advertising. Its just not working any more and its time to focus on the needs and expectations of the recommendation generation.”

Presented with the figure that £14bn is spent on advertising each year, 45 per cent of respondents said: Its shocking, they should find a lower cost way to communicate their message and keep more people employed. 16 per cent said they would spend money on advertising to make a brand more attractive. 64 per cent said they would invest in providing a better experience to give customers more reasons to recommend. When asked what would make them more likely to continue buying a product or service 48 per cent highlighted that theyd like a company to listen to them and act on feedback and 28 per cent wanted exclusive access to try products before anyone else. Less than one in ten, meanwhile, would be swayed by a big advertising campaign and only 6 per cent by a celebrity endorsement.

“It is quite clear, consumers listen to other consumers and are deaf to what business and marketing executives want to tell them. Involving the customer is the key to success. They want to be listened to, they want their feedback and loyalty to matter, and they want to help shape future developments and be given the inside track on what will happen next. Weve seen the rewards this approach can deliver and its time for the rest of the market to wake up,” Manners concluded.