Non-Intrusive Marketing Strategies To Beat The Ad Blocker Trend
These communications executives share tips to create advertising content
that is effective despite ad blockers.
Of all the challenges marketers face in reaching their target audiences, ad blocker technology has arguably been one of the most difficult to overcome. Last year, The New York Times reported that 11% of global internet users employed ad-blocking software – a startling 30% increase from the previous year. Modern brands must now figure out how to advertise to consumers who simply don't want to see hard-sell ads anymore. The answer, of course, lies in creating valuable, non-intrusive marketing content, but this is easier said than done. If you're looking to get your message across to customers without turning them off, follow these 14 strategies recommended by members of Forbes Communication Council.
For users who don't use ad blockers, ads that appear based on user behavior are more effective than ads that appear whenever a page is loaded. Several agencies offer solutions that only display a pop-up or "lightbox" ad when users indicate an exit from the site or after they've engaged with the site (e.g. made a purchase, filled out a form, etc). We have to reach users when they're most receptive.
We will be using native advertising in our plan for 2018, with more emphasis on blending our ads into the website and ensuring our message is contemporary and relevant for our audience. We are aiming to help our buyers see how emerging technologies will be adopted and will ultimately change their industries
Anti-Ad Blocker Technology
First, produce ads that aren’t annoying. That’s the biggest hurdle in getting your message heard. Second, use tech that blocks ad blockers, like Instart Logic, PageFair or Uponit. They will ensure that visitors continue to see your high-quality digital advertising, and restore your formerly lost revenue.
Value In Ad Campaigns
To hook your target audience's attention, provide valuable information right in your advertising campaigns or SEO content. Instead of pushing prospects with branded banners delivering your message, try offering a free download or access to an exclusive video sharing a helpful guide, experience or insight.
Thought Leadership Videos On YouTube
Consumers don't appreciate the hard sell like they used to. Thought leadership is the way to turn consumers into customers, and YouTube is the cheapest platform. Create a video that shows off your expertise without being overly promotional, and you will convert more traffic into sales. The trick is to solve problems people have in a creative and entertaining way.
The best content helps consumers resonate with your brand. Demonstrating authenticity through unique and interesting content can help align consumers with your product and showcase your brand’s personality.
Consumers are adapting ad blockers for a reason: They don't like being interrupted as they consume digital content. To get through, marketers must source meaningful and practical content – the very content consumers seek to enjoy as they block out intrusive, irrelevant and interruptive ads. Get them interested in learning more and they will invite you to have a longer conversation.
Targeted Social Ads
Pop-up ads often deter buyers because they disturb people’s shopping experience and create security concerns. A better way is to use targeted social advertising. Don’t think ads – a Facebook or Instagram marketing campaign doesn't often ask you to buy anything. And the experience is seamless in look and feel. The key to success is knowing who you’re targeting and meeting them on their turf.
Have influencers relay your messaging for you. Influencers have hundreds of thousands of loyal followers who know their personality, behavior, likes and dislikes. Would your customer be more keen to click an ad that pops up and interrupts their content, or listen to what an influencer they already follow is endorsing? Influencers humanize your ad; let them do the work for you.
Today's consumers expect authentic, relevant communication, even when it comes to advertising. So take an inside-out approach. Your employees are your most valued asset and your best ambassadors. Ensure that they feel valued, informed, connected and empowered to be a source of trusted information. You'll activate organic advocacy from the people behind the brand that ad blockers can't touch.
Ads are intrusive by nature. Fighting that mindset is nearly impossible. Using retargeting for your ads is the simplest way to be more targeted and effective, as customers who have already visited your site (or a similar site) are more likely to welcome the ad. We need to make sure we're bringing customers value and not just selling a product or service.
Relevant And Contextual Needs-Based Marketing
Building a relationship with your customer is key. Once you have built trust and demonstrated that you can indeed add value to the customer, your opportunities to upsell or cross-sell increase. Look to understand the needs of your customer before you try to sell them anything. They're already being bombarded by ads and irrelevant messaging; don't add your voice to the deluge of noise.
AI And Predictive Marketing Investments
In today's world where predictive technologies and AI are playing a huge role in advertising, we often experience non-targeted, intrusive ads. Companies need to double down on AI and predictive marketing investments to ensure they are targeting the right audience through the right channels with the right content.
Ad blockers are there for a reason because so many companies are providing content that people don't want to see. Provide value outside of the hard sell, and you'll be shocked at the increase in leads and customers. White papers, blogs and other content marketing efforts may not drive immediate sales, but they do pull people into the funnel who are interested in your industry or topic.
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