044: Rise of Ad-Blocking Leads Us Closer to an Ad-Free World – What Should Marketers Do?

Advertising does not build relationships, and it's based on outdated methods, said John Gregory Olson in episode 44 of The Heart of Marketing. And, just to be clear, what that means, advertisers, the almighty consumer hates you. Just look at how many people have invested in ad-blocking apps and software. Look at the cottage industry that has sprouted as a result of building ad-blocking tech. Just how desperate are people to avoid annoying ads? John shares the data in this episode. We as a populace are tired of the interruption by pop-up ads and the data shows it. About .06 percent of ads are clicked on and response rates are poor; yet, advertisers continue to push ads to get consumers' attention (and fail). The interruption marketing model is dead, and the advertising industry has finally realized its model is failing. Publishers are losing ad revenue, and Jayme Soulati predicts the demise of small publishing houses that publish niche publications. Consumers are weary of getting bombarded with ads on every platform, space, and site; what's a mid-tier company to do? Listen through to the heart of the matter where Jayme and John look at what it means for companies that rely on advertising. Are there any solutions beyond and besides advertising? Here's one suggestion from Jayme -- public relations works, while John suggests that email marketing is the best less obtrusive option instead of advertising interruption.