As marketers we are always told to listen to our customers.
We learn all about psychology and consumer behaviour. We study the emotion, thought process and overt actions.
However, most of the time we tend to overhear what consumers are actually screaming at us.
As a marketer , I learnt to appreciate the power of advertising.
As a consumer, I grew up hating it.
When Apple came out with their plot to block all the ads (if you do not know what I am talking about, it is Apple AdBlock technology) my inner marketer shrieked. Even deeper inside, a small part of me rejoiced.
But what does this all mean? What will happen now? Will Apple AdBlock destroy the web?
Here is what might happen.
There are few scenarios, some more likely than the others.
While whole marketing world went into collective frenzy on how this will be ruin the web and break the advertising, let me tell you immediately to calm down. This scenario is very unlikely to happen.
What is more likely to happen is also what is most logical. Apple AdBlock cannot and will not block all the ads. Users of Safari will be able to block some. Not only that, but also are consumers really ready to go cold turkey on the web ads? I would think not.
Whatever to come, there is one fundamental message for marketers – CONSUMERS ARE DROWNING IN THE SEA OF ADS.
Maybe it is time to go back to the drawing board.
Maybe it is time to remember to listen.
Maybe it is time to shift more focus on branding, content marketing and meaningful relationship building.