Over the last ten years, marketing has been a decidedly one-way affair. In the scramble to capture consumers’ attention, brands have sought to push their message wider, louder, and further – with marketing that thrusts advertising cheerily into increasingly intimate contexts.
The digital marketing we’re familiar with relies on a ‘broadcast’ approach. Budgets have moved across to digital, but up until now the majority of digital marketing is still just a broadcast format.
Digital Advertising Isn’t Working
There are a myriad of reasons why traditional digital advertising just isn’t clicking anymore. Together these mean huge changes for the digital marketing landscape, and marketers need to skill-up and adapt.
The average click-through rate for a standard ad is less than 0.1%. And with advertiser fraud, ad bombardment and accidental clicks on mobile devices, rates are considerably lower than that.
However all too many marketers continue to splurge budgets on ads that chase clicks and other potentially worthless metrics, at the expense of their customer and their brand’s reputation.
So why isn’t digital advertising working?
- Boring Ad Formats
- Low Click-Through Rates
- Ad Blocking
- Chasing Clicks Over Relevant Content
- Savvy Consumers
- Irrelevant Ads
- Advertiser Fraud
Consumers are bored with video, image and text ads they can’t interact with. It’s clear that marketing experiences need to become new, and innovative again.
Why Brands Won't Survive Without Interactive Experiences
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