Digital marketing needs a fresh approach. Tried and tested methods are failing and CMOs are left nonplussed. Simply increasing budgets and throwing out more of the same will not work. Not anymore. Customers are already bombarded with an overdose of marketing content. People turn on their televisions to see ad banners taking up half the screen. Commercial breaks on the radio are longer than the songs that play between them. Even social media websites are filled with poorly crafted marketing campaigns that users are forced to navigate before they can say hello to their friends. Is it really surprising when people start looking for ways to avoid all forms of advertising?
CMOs have been forced to deal with browser-based ad blockers for some time now. Unfortunately, the response has not exactly been mature. Many sites now simply redirect to a page that asks them to remove or disable the ad blocker. Others use full-screen pop-ups that hide the real content the users want to get to. You can argue that ads generate revenue for sites and bypassing them is counterproductive to the interests of the reader in the long run, but guess what – your customers don’t care. They will invariably simply turn to another source and the real loser is your website traffic.