Ad Blocking Builds the Case for Integrated Marketing
One of the marketing strategies to reach online prospects is buying display advertising on the internet. Unfortunately, many internet users do not want to see advertising, so they install an ad blocker into their browser. Ad blockers on internet browsers are so popular that it is having a significant impact on advertising budgets. Here are some statistics:
- There are now 198 million active ad block users around the world.
- Ad blocking grew 41% globally in 2015.
- US ad blocking grew by 48% to reach 45 million active users in 2015.
- Ad blocking is estimated to have cost publishers nearly $22 billion during 2015.
(Source: Adobe 2015 Ad Blocking Report)
The $22 billion cited above is the cost of ads that were paid for and posted to websites but not seen due to an ad blocker. The promise of an automatic online advertising program, where the ads are placed with an agency and then just “turned on” is enticing, but all those ads can be easily blocked and therefore the budget is wasted.
The increasing presence of ad blockers shows the importance of having an integrated marketing program with several different elements. Consumers are genuinely interested in products and services that can help them achieve their goals or solve their problems, they just do not want to be bombarded with intrusive ads every time they get online.
In order to help your potential clients learn about your company and the benefit of its products and services, we recommend three elements of an integrated marketing program that can help you reach your target audience:
Content marketing is the strategy of creating blog posts, ebooks, web pages, white papers and other materials that provide valuable information for the potential clients. Since most content is helpful information, the clients go looking for it and the search engines rank it highly. Content marketing should be the foundation of your marketing campaign.
Email marketing is probably the best method for ensuring brand awareness and developing repeat business. A recent study by BlueHornet.com showed that 59% of consumers are influenced by marketing messages in emails and 51% will make a purchase based on the email, so a strong email marketing campaign is critical for business.
Producing content and making it available is important, but having it distributed by trusted authorities in your industry is a powerful method of reaching your target audience. Good influencer marketing reaches out to industry experts, influential media and authority figures in order to build relationships that foster mutual sharing of information.
In short, ad blocking is a hindrance to your marketing campaigns if online advertising is all you do. A wise business will put together an integrated marketing campaign in order to reach out to their intended audience through a multitude of methods. Doing so will maximize the value of your advertising budget.
As an award winning marketing agency, KEO Marketing has the experience and expertise to help with all aspects of your integrated marketing campaigns. Contact us today to learn more about how we can help you achieve your goals.