Millions of Ad Blockers, And Some More…
It’s a hard pill to swallow, but a growing share of consumers are sick and tired of the constant barrage of marketing and advertising. According to a recent study, millions of people use ad blockers, impacting 32% of global page views. But it doesn’t end there. Email users are also using spam filters more than ever while receiving too many emails is the top reason for unsubscribes.
It’s critical for your brand to be respectful and relevant when marketing to prospective clients and customers. How you collect information on marketing prospects is the first step to remain in their good graces.
Try to stick to the following rules:
- Source your customer data
The best way to target prospective clients and customers is to gather their information organically. However, sometimes you need a boost and must purchase a marketing list containing consumer data. When buying data for ad targeting, it’s crucial to screen the company and only partner with those that have reliable and trustworthy data.
- Steer clear of unethical techniques
Data gathering techniques that scrape users’ text messages and emails are highly unethical, and you don’t want your brand associated with the practice. Before obtaining data, ensure your contract includes a clause prohibiting unethical collection practices. Companies that say such a requirement isn’t necessary should be avoided.
- Deliver healthy impressions
Online ads need to be presented at the right time and in the proper context. Ads that neglect these variables have little to no chance of influencing a consumer. Try capping the frequency or suppressing retargeting impressions altogether when appropriate.
- Know the location of all your ads
Earlier this year, a number of companies were up in arms when their ads were positioned on YouTube alongside extremist content. While this might be an extreme example, it does raise awareness that brands should know the exact positioning of their ads. Demand to see where ads run in real time and put considerable time into you whitelists and blacklists.