The big question of digital marketing: why does the customers reject advertising?
The so-called Digital Marketing, to be precise, is a marketing strategy that uses different electronic media to promote, and a sales strategy that is conducive to building long-term relationships with customers.
In fact, digital marketing is a marketing method that businesses rely heavily on today. It can achieve unexpected marketing effects by communicating product information to customers on different terminals, publicizing the image of the company, and even promoting the personal image of the business owner. However, a very important problem facing digital marketing at present is that customers will also start to actively say no to advertisements on digital terminals.
The survey shows that 86% of viewers will choose to skip ads, while 47% of viewers will use ad blockers.
So, when customers also show rejection of digital advertising, what should we do?
（1）Use AI technology to better analyze audience needs
AI technology has advantages that traditional artificial technology cannot match, and digital marketing itself can also be well compatible with the scenarios required for the implementation of AI technology. Therefore, AI technology is used to collect the audience’s consumption habits and preferences and other relevant data, and further analyze the customer’s habits to find a more matching user image of the customer, so as to achieve the strategic goal of digital marketing precision and provide customers with more appropriate and consistent advertising. For example, male customers around the age of 30 will no longer be allowed to watch cosmetics ads until the video starts, and women around the age of 20 will no longer be the target of R-level game advertisements.
（2）Insert products into advertising more effectively and on a larger scale
The cost of digital marketing is actually an expensive expense that every enterprise needs to face, and it is a heavy burden on many enterprises. However, not all the marketing expenses of all companies finally get an ideal return, and often the investment costs eventually become bubbles. Digital marketing is so expensive, but it cannot ensure that the investment is effective, so it is often regarded as an extremely exciting gambling game.
Therefore, it is necessary to learn how to reasonably cut advertisements into the daily use of mobile phones by customers, and learn to use clever ways to guide customers to obtain advertising information, in order to achieve the effective goal of marketing activities.
In the future, let advertising become a part of customers' lives and let customers rely on the information pleasure brought by advertising, so that customers can stop saying no to advertising.
References:
Brooke, Roger.Pathways into the Jungian World: Phenomenology and Analytical Psychology.New York: Routledge, 2000.
Cartellieri, Caroline, Andrew J. Parsons, Varsha Rao, and Michael P. Zeisser. “The Real Impact of Internet Advertising.”The McKinsey Quarterly,No. 3, 1997.（http://www.mckinseyquarterly.com/The_real_impact_of_Internet_advertising_243）
Schumann, David W., and Esther Thorson.Advertising and the World Wide Web.Philadelphia, PA: Lawrence Erlbaum Associates, 1999.
