986 - Ad Blocking and How It Affects Your Business - Insight from Semalt
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23.05.2018<br />
<strong>Ad</strong> <strong>Blocking</strong> And <strong>How</strong> <strong>It</strong> <strong>Affects</strong> <strong>Your</strong><br />
<strong>Business</strong>: <strong>Insight</strong> From <strong>Semalt</strong><br />
A large number of internet users around the globe <strong>and</strong> nding need to install ad blockers, for ad free browsing<br />
experiences. Google has even made steps to respond to this need by introducing an ad blocker into their new<br />
versions of Chrome browser. This move is driven by the general negative sentiment shared by many consumers on<br />
advertising <strong>and</strong> marketing. So, in addition to trying <strong>and</strong> confront the perceptions of ads by consumers, br<strong>and</strong>s also<br />
have to face the impact of that ad blockers may have on them.<br />
Igor Gamanenko, the <strong>Semalt</strong> Customer Success Manager, explains why some br<strong>and</strong>s still do not feel by threatened<br />
by ad blockers. This is because they are ab<strong>and</strong>oning the traditional marketing strategy <strong>and</strong> replacing it with a new<br />
concept known as nonlinear marketing. Nonlinear marketing refers to a tactical approach used by br<strong>and</strong>s such as<br />
Red Bull <strong>and</strong> Starbucks to lace their br<strong>and</strong> into the lives of potential customers. The approach was developed after<br />
identifying new insights on the decision-making process of consumers.<br />
For a long time, the consumer decision-making process was considered a linear process while in fact, it is not. The<br />
traditional concept is that the awareness of a need nally leads to purchasing it while the nonlinear model, which<br />
many can in real life relate to, shows that there is no particular sequence that leads to the purchase of a product.<br />
Some consumers will buy a br<strong>and</strong> even before they are aware of it, others will identify several br<strong>and</strong>s rst before<br />
making a purchase, there is no de nite chain structure.<br />
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23.05.2018<br />
aspirations.<br />
So how exactly<br />
does nonlinear<br />
marketing help<br />
to bypass ad<br />
blockers <strong>and</strong> the<br />
negative attitude<br />
people have<br />
towards<br />
traditional<br />
marketing<br />
methods? To start with, nonlinear marketing is a strategic<br />
approach instead of series of tactics. <strong>It</strong> does not interrupt the<br />
passive experiences of consumers but allows them to be active<br />
participants. Take for instance the Red Bull br<strong>and</strong>. Instead of the<br />
br<strong>and</strong> trying to convince consumers to buy their products, it<br />
makes itself part of the consumer's life through events, sports<br />
endorsements, <strong>and</strong> sports team ownerships. By doing so, they can<br />
build experiences around their prospects' <strong>and</strong> customers'<br />
Swatch <strong>and</strong> Starbucks have also implemented nonlinear marketing to bypass traditional marketing <strong>and</strong> advertising<br />
tactics. For instance, instead of just putting a logo on the side of the building to probably create awareness, they put<br />
a clock that people could actually use <strong>and</strong> the same time be engaged in the br<strong>and</strong>.<br />
If you are new to the concept of nonlinear marketing <strong>and</strong> you hope to make it work, it is advisable to identify some<br />
br<strong>and</strong>s that have already implemented it <strong>and</strong> learn <strong>from</strong> them. Most importantly you should know that it is not a<br />
chain tactic, it is a strategy that a br<strong>and</strong> decides to adopt to enter the market.<br />
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