{"id":2715,"date":"2019-09-01T11:37:24","date_gmt":"2019-09-01T09:37:24","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=2715"},"modified":"2019-09-07T11:41:00","modified_gmt":"2019-09-07T09:41:00","slug":"7-reasons-people-hate-your-ads-and-what-to-do-about-it","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/7-reasons-people-hate-your-ads-and-what-to-do-about-it\/","title":{"rendered":"7 Reasons People Hate Your Ads — and What to Do About It"},"content":{"rendered":"
<\/div>\n

Accepting these hard truths will help you create better, more effective ad campaigns.<\/p>\n\n\n\n

Working in marketing can feel a bit like being an embarrassed teenager: You think everyone\u2019s looking at you, but in truth, nobody cares. Marketers spend their entire lives crafting advertisements, while average consumers spend theirs trying to avoid them. There\u2019s a clear disconnect regarding the whole enterprise’s assumed worth, but before you lament, it\u2019s not all bad news. By accepting this reality, i.e. people hate ads, we can begin to make better, more effective campaigns. Here\u2019s a list of reasons why people hate typical ad campaigns, in the hopes that it will help you cut through the noise and connect with potential customers in a more meaningful way.<\/p>\n\n\n\n

1. Lack of trust<\/strong><\/h2>\n\n\n\n

In general, people don\u2019t believe what brands have to say. This is perhaps the biggest challenge facing the advertising industry today. After all, trust is the cornerstone of any healthy, long-term relationship. To quote former Unilever CMO Keith Weed<\/a>, \u201cA brand without trust is just a product, and advertising without trust is just noise.\u201d Consumers have always been mistrusting of advertising and brands — that\u2019s their default position. But now, skepticism has given way to full-blown disbelief and a crisis of trust. Against this backdrop, brands can no longer buy attention as they used to in the old advertising model. They must earn it. This can be done by being honest, transparent and reliable, first as a company and then in their messaging.<\/p>\n\n\n\n

2. Ad fatigue<\/strong><\/h2>\n\n\n\n

One recent study concluded<\/a> that the average American, for example, is exposed to anywhere between 4,000-10,000 ads per day. But volume isn\u2019t the only problem, as ads are becoming ever more intrusive, inescapable and noisy due to advances in technology and data science. People are constantly bombarded with digital junk, triggering ad fatigue and banner blindness. Everywhere we go, we\u2019re greeted by unwarranted ads — tags and cookies follow us from place to place — insisting we buy things we\u2019ve already bought or have no intention of buying. A surplus of bad advertising is overpopulating people\u2019s screens and feeds. It\u2019s no coincidence that people are turning towards ad-blockers and premium, ad-free platforms. Blasting people with targeted advertising can lead to short-term results, but often at the expense of long-term brand building. A good rule of thumb is Les Binet and Peter Field\u2019s 60:40<\/a> brand-building to sales-activation ratio.<\/p>\n\n\n\n

3. Quality of the creative<\/strong><\/h2>\n\n\n\n

Online advertising is also responsible for the decline of creative output. The 1960s-’80s represented the golden age of advertising. You only have to look at \u201cThink Small<\/a>\u201d by DDB, \u201cJust do it<\/a>\u201d, by Wieden+Kennedy or \u201cBuy the World a Coke<\/a>\u201d by McCann Erickson to understand the true power of creative advertising. What these ads had in common was a big idea, and in today\u2019s world, big ideas are far and few between. The Google-Facebook duopoly is forecasted to control 70 percent<\/a> of the UK digital ad market by next year. Most, if not all, ads on these platforms prioritize reach over relevance, channel over creative and data over gut feeling. We could probably learn a thing or two from the golden age.<\/p>\n\n\n\n

4. People power<\/strong><\/h2>\n\n\n\n

At the same time, we\u2019re experiencing a fundamental shift in the power relations between brands and people. In the past, consumers had no choice but to pay attention to what brands had to say across a handful of radio or television channels. Today, every single Instagram page or Twitter account is a media outlet in its own right. Social media has democratized share of voice; people are no longer passive consumers, but creators in their own right. Consumers are now dictating when, where and how they engage with brands, and they are beginning to use this newfound power to voice their concerns and boycott brands<\/a> that don\u2019t share their values and belief. With that in mind, marketers should place greater emphasis on creating brand advocates who amplify its message to friends, family, colleagues and even strangers.<\/p>\n\n\n\n

5. Poor customer experience<\/strong><\/h2>\n\n\n\n

Creating an epic ad campaign is pointless if you\u2019re promoting a bad product or poor customer experience. Nowadays, the vast majority of consumers will read a review<\/a>before making a purchasing decision. Having a seamless customer experience can be a powerful point of differentiation in a digital world where services constitute 69 percent<\/a> of global GDP. T-Mobile illustrated this through its \u201cUn-carrier\u201d strategy<\/a>, which ensures customers talk to real people, as opposed to insentient chatbots. As a reward, T-Mobile\u2019s apology credits went down by 31 percent, lost customers went down by 25 percent and net promoter score went up by a whopping 56 percent. The definition of marketing has changed, and an ad is more than just a slick promotional video. It\u2019s the sum of each and every consumer touchpoint. Therefore, creating a satisfying customer experience should be seen as a marketing investment and not a business cost to be minimized.<\/p>\n\n\n\n

6. No value add<\/strong><\/h2>\n\n\n\n

The majority of advertisements prioritize the needs of the business above that of the consumer. That\u2019s understandable, to a certain extent, since marketers have to meet strict KPI quotas. The easiest way to achieve these targets is by spending the marketing budget on a call to action tied to the objectives in question, although that can also be short-sighted. Before activating any future campaigns, it\u2019s worth putting yourself in the customer\u2019s shoes by asking: What do I get from this? Too often, the answer is zilch. Marketers can add value in a variety of ways. First, by informing people of a need that can be met or a problem that can be solved by the brand. Second, by providing a source of entertainment. Don\u2019t forget, ads can be fun or funny. Third, by taking action to ease the social and environmental issues facing people and the planet.<\/p>\n\n\n\n

7. Woke-washing<\/strong><\/h2>\n\n\n\n

The latest addition to the list is woke-washing: ad campaigns that promise to improve the world without taking any real action. Today, a growing number of companies are jumping at the chance to signal their social and environmental credentials. And for good reason, as purposeful brands have been reported to grow twice as fast<\/a> as their competitors. The allure of economic gain is making purpose the new marketing tactic of choice through campaigns that are long on talk, but short on action. Woke-washing is already making consumers wary of brand purpose. Recent examples include SSGA\u2019s Fearless Girl<\/a>, Burger King\u2019s \u201cBlue Meal<\/a>\u201d and Boohoo\u2019s recycled range<\/a>. In a time when consumers can Google what your brand stands for in a matter of seconds, making false claims just doesn\u2019t cut it anymore. It only serves to erode trust in marketing, when it\u2019s already in short supply.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Source: https:\/\/www.entrepreneur.com\/article\/336798<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"

Accepting these hard truths will help you create better, more effective ad campaigns. Working in marketing can feel a bit like being an embarrassed teenager: You think everyone\u2019s looking at you, but in truth, nobody cares. Marketers spend their entire lives crafting advertisements, while average consumers spend theirs trying to avoid them. There\u2019s a clear disconnect […]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[45],"tags":[31,46,65],"class_list":["post-2715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-business","tag-management","tag-marketing"],"yoast_head":"\nDazzlepop | 7 Reasons People Hate Your Ads -- and What to Do About It<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/7-reasons-people-hate-your-ads-and-what-to-do-about-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | 7 Reasons People Hate Your Ads -- and What to Do About It\" \/>\n<meta property=\"og:description\" content=\"Accepting these hard truths will help you create better, more effective ad campaigns. 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