I was reading the article in the link below which highlighted to me some of the key issues with the intrusive ad industry, but also how brands sometimes put their own priorities ahead of the customer.
We all believe that one of the key differentiation points for us to use a brand, company or service over and over again comes to down to one thing 'how does this make me feel?' which in business language is translated as 'customer experience'.
Marketeers sometimes live in a parallel universe to the one they inhabit outside of the day job, at work they think that the consumer is as obsessed with their company, brand, or service as they are, they get so myopic about what they're doing that they don't seem to stand back and think about what they do when they are exposed to circa 4k -10k digital adverts every - single - day!
In the past, consumers had no choice but to pay attention to what brands had to say across a handful of radio or television channels. Today, every single Instagram page or Twitter account is a media outlet in its own right. Social media has democratized share of voice; people are no longer passive consumers, but creators in their own right. Consumers are now dictating when, where and how they engage with brands, and they are beginning to use this newfound power to voice their concerns and boycott brands that don’t share their values and belief. With that in mind, marketers should place greater emphasis on creating brand advocates who amplify its message to friends, family, colleagues and even strangers.
The facts are that intrusive ads are just that, intrusive, and today's tech savvy consumer is more likely to be using social media to do just that, be social, so when we ask marketing folks how they behave when they see those ads and which ones they can remember it's no surprise when they tell us they act like the rest of us which is to ignore the corporate message, scroll past the inauthentic adverts, and engage with what really interest us.
And then.......its back to business as usual.
One recent study concluded that the average American, for example, is exposed to anywhere between 4,000-10,000 ads per day. But volume isn’t the only problem, as ads are becoming ever more intrusive, inescapable and noisy due to advances in technology and data science. People are constantly bombarded with digital junk, triggering ad fatigue and banner blindness.