987 - Semalt Explains Why it is so Important to Pay Attention to Ad Blockers When Running a Marketing Campaign

23.05.2018
Semalt Explains Why It Is So Important
To Pay Attention To Ad Blockers When
Running A Marketing Campaign
Ad blockers have been a concern among many marketers for a long time. However, recently, the issue has
heightened with at least a third of all internet users expected to make use of Ad blocking software in 2017. With the
increased battle for attention online, consumers prefer to tune out most of the content that is of no interest to
them.
According to Igor Gamanenko, the Semalt Customer Success Manager, this is a trend that seemingly will not go
away anytime soon. Therefore, instead of searching for a workaround for the ad blocking technology, marketers
need to understand what message consumers are trying to inform them.
The rise of ad blockers is the consumer's way of informing marketers which kind of content they need to eradicate
from their online experience. It should be seen instead as valuable feedback on how marketers can tailor their
content better, as well as get their message across.
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23.05.2018
One of the messages consumers are trying to put across is that
marketers need to ramp up their creativity. The amount of
creativity that a marketer infuses into his or her content is very
important. Since consumers have the power to opt into the
content that they like, you have to create content that is engaging
and useful, such as videos, blogs, and reviews.
It is now vivid that traditional methods of digital advertisement do
not work anymore. Some brands, however, are ahead of the curve
as compared to others when it comes to nding other ways to deal
with this issue. For instance, Spotify and Amazon Kindle have put a
price on providing an ad-free experience.
The consumers are also informing marketers that they need to recon gure value exchange. According to Campaign
Asia, the relationship between marketers and consumers has always tilted towards the former, with marketers
asking much more from the consumers than what was given back. With the soar of ad blockers, this tradition has
tilted the other way. Even though it is one of the marketing hazards that can take a toll on your marketing strategies
and conversion rates, it is also a wake-up call to transform the digital marketing landscape into on that focuses
solely on the consumer.
The sooner marketers realize that creating good and informative
content is the solution to the issue as opposed to designing ads
that can get through blocking technology, the better equipped
they will be to make connections with their customers once more.
There are lots of lessons to be learned from ad blockers.
Marketers need to understand the kind of content that the
consumers are willing to engage with as well as the kind of content
that consumers nd to be irrelevant. It is vital to realize that not
every challenge is fully negative. Some challenges also serve as
valuable feedback.
If you are one of those rms that are nding ad blockers to be a growing concern to your advertising endeavors, you
may want to re-evaluate your plan of attack. Look deeper into the issue and nd out how you can better tailor your
strategies.
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