A good number of consumers, 81%, unsubscribe from brand marketing that becomes obsessive.
That's a prime finding from Optimove's report, "The 2024 Optimove Insights Report on Marketing Fatigue: Consumer Perspectives."
The report delves into consumer attitudes toward marketing fatigue, according to a press release.
Key findings reveal 81% of respondents unsubscribe from brands that inundate them with such communications.
In addition, 55% want fewer messages from the brand they subscribe to.
Marketing fatigue occurs when consumers become overwhelmed, disinterested, or irritated by the volume or repetitive marketing messages they receive from brands, according to the report.
"Consumers are becoming increasingly selective about the marketing messages they receive, and brands must adapt accordingly. Consumers expect timely, relevant messages that help them during their shopping journey," Pini Yakuel, CEO at Optimove, said in the release.