There was once a time when consumers were defenceless against the almighty will of the pop-up ad.
Those of us who remember the early days of the internet also remember constant interruptions, flashing red text and ads for… ahem… “enhancement pills for men” being a regular part of our browsing experience.
Turns out, some talented developers were experiencing the same thing, and weren’t too fond of it.
Pop-up ad blocking software soon came into the picture to combat the onslaught.
For a while, these programs were just an upgrade for people willing to look for them.
But now, the world’s most popular operating systems and web browsers include ad blocking mechanisms as a standard. Earlier this year, Apple announced that ad blocking would be built in with their operating software and standard browser.
Which is scary for advertising agencies and business owners, since it was predicted that in 2015, ad blocking software would lead to a global 31.3 billion dollar decline in advertising revenue.
But advertising has survived gigantic shifts before, and as long as people are buying things, there will always be a way to get a compelling message out to people who don’t know they desperately need what your business provides.
So how do we adapt to a world fully equipped to block online ads?
More than ever, we need to know our audience and provide value. People are independent, technologically savvy and therefore, immune to intrusive advertising. Marketers can’t expect to simply get in the way, scream for attention and create loyal customers.
All of the most successful marketing materials that exist provide value to their intended audience. They speak to an ultra-specific problem people are having, and they offer solutions, or at least hope, in response to those problems.
Consumer awareness guides, for instance, are very powerful marketing tools. They educate the consumer on how to make a choice when hiring a particular specialist. They tell them what to look for and what to expect. They answer the burning questions that people hold in the forefront of their minds, which positions the company behind the guide as trustworthy experts that know how to deliver great service.
Joe Polish, wildly successful marketer, is famous for using this technique to grow his humble carpet cleaning business back in the day. It was the first marketing move he ever made. To this day, he advocates its effectiveness.
Your audience should WANT to read your marketing materials.
If your audience loves social media, meet them on social media. If your audience is looking for content, publish helpful content. If your audience responds to direct mail letters, send out direct mail letters. Meet them where they are with what they need, and you’ll build a loyal and qualified audience ready to become long-term customers.
Pop-up ads. Who needs ’em?
If you need some help developing a red-hot message that your audience will love (and that leads to sales), get in contact with us today and tell us about yourself.
