Instrumental finds talent that drives sales. We use our TalentAI technology to identify fast growing online creators and influencers that offer high returns to our media clients and brand partners.
The effectiveness of traditional advertising has taken a nosedive in recent years. Much to the dismay of advertisers, and despite people spending more and more time on social media, the use of ad blockers is experiencing rapid growth. In 2015 alone, ad blocking in the UK grew by 82% to reach 12 million active users. In fact, ad blocking grew by a significant 41% over the last 12 months globally, costing publishers an estimated $22 billion. While these are daunting statistics for marketers and advertisers alike, the forecast looks equally bleak, with ad blocking predicted to cost publishers $35 billion by 2020.
So how do businesses and brands continue to build awareness and promote products and services to an online community who are so attuned to, and frustrated by, the inauthenticity of traditional advertising, banners and pop-ups?
Optimizing your SEO is key, particularly for smaller businesses. With Google processing 3.5 billion searches per day and 1.2 trillion searches per year worldwide, SEO is a key way to drive the right kind of people to your website. It can also affect the way people feel about your business or brand, so investing in this is very relevant.
Content marketing is another key way to reach consumers, as it provides the opportunity to go down a more strategic approach by creating powerful, compelling and relevant content to captivate a specific audience. Unlike other forms of advertising which pop-up and direct people to ‘click’ to purchase, content marketing is more about providing a targeted audience with something useful. If done properly, a content marketing strategy will be built around user interests and needs, while demonstrating a brand or business’ credibility in their niche or industry.
Influencer marketing is a final way that brands can reach the ad-blocking generation. Millennials, Generation Z and more broadly, online users worldwide who simply don’t want to be sold to, are more likely to respond positively to influencer recommendations. Rather than generic product placement methods, influencer marketing opens the door for brands to appear in content that is educational, emotional or simply entertaining. If brands look to influencers, who have developed a level of trust with their following, products and services will be presented and endorsed in an organic and more authentic light.
Ultimately, by working with influencers, brands will be paying to sponsor content that promises to be valued and consumed by a targeted audience, rather than annoying a generation who are hyper-sensitive to traditional advertising methods.