Digital advertising is the fastest-growing marketing channel. The target marketing for advertisement is all about the location which is now shifted to ‘Online’. Digital marketing has changed the trend by giving power back to the consumer. On the other hand, marketers are under the constant pressure of making innovative, creative, and relevant ads for their products. Despite their efforts, a lot of consumers are losing interest in digital ads. We can see the websites stuffed with irrelevant ads which don’t only annoy consumers but also cause them to lose interest in the content of the website. Marketers need to know what their consumers are feeling about a certain ad.
Here are a few reasons mentioned that can make the ads less effective nowadays. However, marketers or advertisers should work on the pain points to make digital ads successful like they used to be before.
When digital consumers give access to their data and personal information, they also develop higher expectations from what they get back. Marketers need to understand consumer value to ensure that it is reflected in their personalized experiences. It’s all about what marketers are going to do after collecting data of the consumer to improve his trust level. Instead of focusing on how many people are being targeted through an ad, they must focus on improving consumer behavior.
A lot of marketers don’t see beyond their economic incentives, so they fail to deepen their relationship with consumers. The need of the hour is to focus on relatable and personalized content instead of the cost that is at stake. According to the report, 92% of consumers are worried about how their data is being used. And almost 72% state that they don’t feel like using a product or service after their trust is broken.
- Quality Data
Marketers shouldn’t emphasize getting more and more data from their consumers, instead, they need to analyze the quality of the data and the credibility of the source. If they grab data from multiple sources and merge it, it would only present the unreliable information of the consumer. The data can be more accurate if the marketers start taking the changing circumstances, behaviors, interests, and moods of their consumers into account. It would help deliver value to consumers to ensure that the businesses are enriching their lives through their ads and products.
- Data Privacy
One of the reasons why digital ads are not as successful today as they used to be is that consumers have started feeling like they are being stalked. The feeling of insecurity among consumers regarding their data is the worst user experience. Marketers need to take a progressive approach to make sure that they protect the data of their consumers. They must make their consumers feel that their data is secured.
Moreover, they should keep the transparency and create awareness among consumers about how they are planning to use the data and what will the consumers get in return. It will help marketers make sure that they don’t creep out their consumers by their stalking behavior.
Loss of control is one of the major concerns of consumers. They are worried due to their inability to control the content they tend to see on the internet. They have no clue who else is going to have access to their data and how they are going to use it. However, when the consumers are allowed to give their ad preferences, it makes them feel everything is in their control as they can dictate the content they are going to see. According to research, when marketers give consumers their right to have control over their data and information, it is likely to improve ad performance.
If marketers start explaining why they are using a certain piece of information or data, it would help calm down their consumers. What seems obvious to the marketers might not be as clear and understandable for the consumers. So, the marketers should follow a data usage policy that justifies their course of action. It must also align with the mission statement of the business to prevent backlash and abuse from the consumers.
The advertising exhaustion is real as 78% of the consumers feel exhausted when they get thousands of pop-ups on their screen. The frequency of digital ads has affected their importance and performance. Nowadays, consumers don’t care much about the ads and tend to ignore them. On the other hand, 55% of the consumers admitted that they make purchases often after seeing a specific ad on TV. It is because the number of ads on TV is limited while the ads on the internet are unlimited.
The marketers must limit the exposure of ads to the consumer to enhance their value and reliability. For instance, if a person is spending one hour on Instagram and he sees limited ads, he is highly likely going to pay attention to them. But if he sees an ad after every few seconds, he will start ignoring them and it will only lead to exhaustion.
- Banner Blindness
Consumers are being bombarded with digital ads due to which they tend to ignore the banner advert consciously or subconsciously. A lot of marketers are trying to deal with banner blindness by using tricks like pop-up messages or playing sounds in the background. However, these techniques might backfire because consumers get frustrated and annoyed easily now by the ads that are uncalled for. So, the right way to combat banner blindness is to design ads in a way that helps consumers solve their problems. When consumers are visiting online websites, they do a quick scan of the content looking for keywords. So, digital ads should have a short and clear message to grab the attention of the user instead of pissing him off.
Tabinda has been writing since forever, and it seems that her educational background in Economics, politics, management sciences, and psychology has given her an incredibly deep and comprehensive approach when it comes to display ads and PPC.