Ad-blocking has gradually engulfed almost the entire online customers’ galaxy over the last few years. Now every time you spend some money on digital ads, think of the scenario where most of your ads are made to stop way before your target audiences get to see them. To clarify, ad-blocking is a function (tools and software) run by the consumer to enjoy a browsing experience that’s completely devoid of digital ads.
Why blocking ads?
Unwanted pop-ups, auto-play video ads, a sudden blast of audio at full volume – these are things that are potent enough to annoy the entire universe of internet browsers, including you and me. Though these ads constitute some of the primary weapons in a marketer’s arsenal, no one can deny the fact that these are a curse to seamless user experience, and act as a barrier between the consumers and the content they want. Few consumers use ad-blocking to avoid infringement of their privacy.
We can debate over several issues having to do with ad-blocking, but that’s not going to alter the harsh reality which records a rapidly growing usage rate of ad-blockers. There’s no use in trying to fight the ad block trend. Rather, let’s try to look at few other avenues that are going to be decisive if we want to survive and win in this changing landscape:
#1 Content Marketing
When a push marketing effort such as ads ceases to be effective, it’s time that we change the strategy and focus more on inbound marketing. It is the age of value addition. If your content does not provide customers with value, then it’s expected to go unnoticed. The weaving of stories is vital.
Though the exact specifications of your content strategy should be based on your brand and the target audience, it is important to do a mix and match among multiple options and hit the right balance.
This is the age of organics. From crops to marketing, organic is the hands-down people’s choice. It is essential to be on the top shelf of the Search Engine Ranking Page (SERP) to make the cut. Maintaining a good SEO result is not as easy as pumping money into the search engine to show up your ads. It needs a patient and persistent effort. It’s time to pull up the socks.
#3 Social Media
Social media provides the best gateway out of push marketing. Here, you can engage with your customers one-on-one, as well as build a strong community for your brand as well. Social posts and shares can even serve as advertisements themselves, though brands should be wary of becoming too self-promotional and scaring off followers.
#4 Influencer Marketing
Influencer marketing is exploding and revitalizing the digital commerce. Sales, branding, customer loyalty – influencer marketing is a proven success model for brands these days. Wildly popular influencer personalities are a great way to get exposure and positive messaging related to your brand in a manner that can’t be blocked.
A good rapport with influencers is extremely valuable for connecting and engaging with your niche, target audiences. But building and maintaining a long-term relationship with a plethora of modern age influencers is pretty taxing. So, it’s often wise to have a dedicated expert in charge of initiating and cultivating those ties.
#5 Email Marketing
Systematic emails are proven to be effective over the years. Accredited for achieving a high conversion rate, personalized emails can be an integral part of your strategy. They key here, like content marketing strategy, is to focus more on value based stories than sales.
Though even emails are susceptible to various blocking techniques, at least it reaches the person it’s targeted to. Unlike ads, emailss are not blocked somewhere in the oblivion.