Originally posted internally August 2015 – placed up here due to some popular posts going around on how ‘Mobile Ad Blockers’ will be the end of ads. Pish.
Ad blockers have been around forever on desktop browsers but had a very small impact on the industry. They are super popular, but as a percentage of online buyers I’d imagine very small. Thus, the industry still exists and is as strong as ever.
Ads are most often charged per click and the consequence for advertisers is therefore, financially, not huge as the ad is blocked therefore no click. Looking at the spend patterns of brands we work with and ROI across channels, there is an every increase in purchasing ads on platforms like FB where the ad will be unaffected by the blocker as it’s published within the app (and the desktop ad revenue which has been subject to blockers forever is still their strongest revenue stream).
The best ROI in digital marketing is to ‘own your customer’. Take them from ad -> a contact in the CRM which you can then market to directly. The challenge is creating constantly engaging and valuable content to keep subscribers as both part of the list and engaged with it. This is completely under-utilised in the UK; we are as always behind our American counterparts in ‘Inbound Marketing’ and intelligent use of CRM, it seems (other than my clients).
What will dampen the spirits of the inbound marketer, after the lift in the previous paragraph, is that as more brands become more and more effective at creating great content the difficulty of keeping people on lists will increase, therefore reducing the ROI there.
Perhaps the future is that most great content will be created by brands and that content is aggregated Washington Post style for free consumption by all, but, to ingest the content I’ll know that I am reading a ‘Nike’ post. People will run through Flipboards of brand-created content, maintaining the brand’s relationship with customers.
I may have just had an idea worth implementing …