More than 1.3 billion websites are competing for visitors.
Most brands think their products or services are great and they will be sold immediately if they can reach their audience only once.
With this thought, they are usually communicating a single marketing message to millions of consumers having different characteristics. They do not differentiate their messages when communicating with different segments.
As a result, the people they are trying to reach, seek ways to block these marketing messages.
customers and ad blocking
In early 2017, the number of ad blocker software users increased to 230 million on desktop computers and to 380 million on mobile devices. AdBlock and AdBlock Plus alone had 90 million active users in early 2016.
This is an important challenge for digital marketers, but there is something worse.
Even if people do not use adblocker software, many of the mobile ad clicks are accidental.
A survey found that 59% to 73% of consumers say they rarely or never mean to click on ads on their phones. The rate of the people who often click on a mobile ad intentionally remains only at 4% to 10%.
This is one of the reasons why you hear the word “inbound” so much. The effectiveness of the traditional ad models pushing customers to perform an action decreases day by day.
Do you think that the problem is the ad model itself or is it irrelevant, that general marketing messages are communicated with large audiences?
marketing messages that are not relevant
93% of people say they receive marketing messages that are not relevant, and 90% say irrelevant messages are annoying. 44% of people even think to switch to brands that better personalize marketing messages.
You are trying to influence impatient people who are seeing hundreds of marketing messages every day. You can only achieve this by providing the right message, to the right person, at the right time.
Using this approach, you can be successful even with the traditional ad models.
An article on the Think with Google website provided a case study. Red Roof Inn targeted the stranded passengers at the airports because of flight cancellations. Providing a tailored message to these people such as “Stranded at the airport? Come stay with us!” enabled them to achieve a remarkable 60% increase in their bookings.
You can also achieve such success.
The “Divide and Conquer” method will help you to implement this mentality and will increase your conversion rate significantly.
to be continued…
