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Inbound Marketing: Is Advertising Intrusion The New Extinction?

So, given that we know that newer methodologies in walking beside and guiding people on their buying journey is so effective, why is it that at first contact, through banner or pop-up advertising for example, we regress to old-school intrusive techniques we know no longer work?

 

According to the PageFair and Adobe 2015 Ad Blocking Report, globally the number of people using ad blocking software grew 41% year on year, with Europe growing by 35% to 77 million monthly active users during Q2 2015.

 

In the US, 16% of the online population blocked ads during Q2 2015 and ad block usage grew 48% during the past year, to 45 million monthly active users (MAUs) during the same period. Doesn’t this tell us something?

 

What this tells us very clearly is that we – both client-side and agency marketers – need to adopt new and smarter thinking if we are to overcome the inherent sub-optimal engagement performance intrusive advertising causes.

 

While every savvy marketer agrees that inbound marketing and all that good work helping prospects and existing customers along their buying journey with helpful advice and useful information is key in current crowded markets, attracting visitors in the first instance is still critical.

While every savvy marketer agrees that inbound marketing and all that good work helping prospects and existing customers along their buying journey with helpful advice and useful information is key in current crowded markets, attracting visitors in the first instance is still critical.

 

 

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